| Título | The Beko Inheritance |
| Brief | Products today are designed with a fixed lifespan. It’s called planned obsolescence and it’s even prevalent in the home appliance segment.Beko, however, has been long breaking the trend by prioritizing durability and investing in extensive testing of their appliances.To reach a large audience and create buzz around this, we couldn’t just launch a traditional campaign. We needed to break category codes and come up with an innovative idea that would create conversation, attract attention and achieve press coverage.We created a first of a kind initiative that allowed Beko customers to pass on their appliances to their loved ones by turning them into official inheritance. By consulting legal experts, we drafted the Beko Inheritance Addendum and launched it in 3 markets across Europe and The Middle East.A film crafted with attention to detail nodding to the popular murder mystery genre and an extensive influencer campaign led consumers to the website where they could personalize and download their own Addendum. Consumers could find the Addendum next to the user manuals in select retail locations across the 3 markets.By hijacking one of the most long-standing institutions of all time of all time, we showed the Beko appliances are here to stay. Maybe even longer than their owners. |
| Agencia | VML |
| Campaña | The Beko Inheritance |
| Anunciante | Beko |
| Marca | Beko |
| Fecha de primera difusión/publicación | Sólo para suscriptores |
| Sector Empresarial | Sólo para suscriptores |
| Sinopsis | Sólo para suscriptores |
| Medio | Case Study |
| Responsable de la creación | R..n M....us Sólo para suscriptores |
| Global Chief Creative Officer | D...i Va....en Sólo para suscriptores |
| Group Head of Partnerships & Client Success | Y....in U..l Sólo para suscriptores |
| Client Success Director | C...em C...r Sólo para suscriptores |
| Client Success Director | E..i B...ak Sólo para suscriptores |
| Responsable de la creación | ..s K....en Sólo para suscriptores |
| Director creativo | P..l S...le Sólo para suscriptores |
| Director de fotografía | C...an O....en Sólo para suscriptores |
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