Beko returns with its Reliability campaign for a third consecutive year, marking its biggest campaign to date. The activity underlines Beko’s continued investment in brand building, reinforcing its leading product reliability, increasing consumer consideration and supporting its retail partners throughout the key autumn trading period.
“Building on the success of the previous two bursts of our Reliability campaign, we’re proud to bring it back once again. It will be even bigger than before,” said Vijay Bhardwaj, Marketing Director at Beko UK & ROI.
“This campaign reinforces Beko’s long-standing commitment to product quality and reliability, while keeping these credentials front of mind for consumers. At Beko, we’re focused on building lasting consumer confidence and making everyday life easier. This is backed by the rigorous testing that goes into every Beko appliance.”
Nine week campaign targets autumn consumers
The campaign went live on 17 August and runs for nine weeks through to mid-October. With reliability at its heart, the multi-channel campaign demonstrates how Beko appliances are stress-tested to withstand the demands of everyday use and stand the test of time. The campaign includes heavyweight TV advertising, with further reach across subscription video-on-demand platforms including Prime and Netflix, radio, YouTube, digital, and social channels. This is as well as collaborative, market-wide, multi-channel retailer campaigns.
The above-the-line investment will be supported by a PR activation focused on the return to school in September. It is informed by research into the challenges facing UK families as they return to routines. As part of the activation, Beko is launching a Back-to-School WhatsApp Helpline, fronted by former teacher Lou Beckett and supported by Beko product experts. The experts will offer practical support to busy parents while highlighting how Beko’s dependable appliances can help make everyday life easier.
“As a key part of the campaign, Beko continues to invest in collaborative, market-wide, multi-channel retailer campaigns designed to support our retail partners throughout the consumer purchase journey. Backed by engaging point-of-sale materials and a tailored training programme for retail colleagues, the activity gives retail teams strong, consistent reasons to recommend and rely on Beko, and helps turn growing brand consideration into real consumer demand.”
“At a time when household budgets remain under pressure and purchases are being considered more carefully, quality, durability and value for money matter more than ever,” Bhardwaj added.
