Situation

Beko is a value-for-money home appliances brand with presence in over 100 markets worldwide. In Western Europe, it is the second brand in sales volume only after Bosch.

Although 1 in 10 households owns a Beko product, in terms of brand metrics (such as consideration or relevance) it is one of the weakest in the category. The strategic move to become a premium partner of FC Barcelona in 2014 wasn’t significantly impacting these brand health metrics.

Brief & Objectives

Our brief was to increase:

Beko brand awareness

Beko brand consideration

FC Barcelona sponsorship awareness

To spark a global conversation about healthy eating, on the day of El Clasico match, in front of 650 million people watching the game, we launched the 1 Million Euro Challenge by Beko.

We turned the Beko logo on the sleeve of the FC Barcelona players into "#EatLikeAPro".

During the live streaming of the game, we encouraged people to pledge their healthy habits sharing user generated content by using the #eatlikeapro hashtag.

For every post, Beko donated 1 euro to the Barça Foundation and Unicef to help children build their healthy habits.

We then backed our mission by creating digital tools in order to help parents inspire their children to eat healthy, including personal messages from the players.

We discovered a worrying tension amongst families: feeding your children healthy food is a daily struggle.

The World Health Organization claims a poor diet is one of the leading causes of childhood obesity, which has become a rising global epidemic. In today’s world, obesity affects more people than hunger.

Internal research with mums and dads revealed an eye-opening insight: children do not always listen to their parents, but they usually do what their heroes do.

Being premium partners of FC Barcelona, we had access to some of the world’s most admired football heroes, which led to our big idea: what if we reinvented the role of our FCB sponsorship by using the power of the players to help families feed their children healthy food?

In the game with the maximum media exposure, Beko replaced its logo on the FC Barcelona jersey with "#EatLikeAPro" and we launched the 1M Euro Challenge.

For each #EatLikeAPro hashtag people posted on Instagram and Twitter, Beko donated €1 to Unicef to help prevent childhood obesity. We set out on the ambitious challenge of achieving 1 million hashtags.

As a warm-up for the challenge, two days before the match, Barça players started challenging each other on their social media accounts, to reveal their favorite healthy food.

Before, during and after the game, our team of community managers around the world was commenting on posts including #eatlikeapro and seeding branded content.

1 Billion people reached

89,4% positive sentiment on social media

People from 167 countries joined the #eatlikeapro conversation

1 Million posts including #eatlikeapro (=1M Euro donated to Unicef) in less than 11 days

1485 articles in 28 countries for a media value of 3.4M EUR

10% sales growth YOY (UK, Spain, Poland, Romania)