The Beko Inheritance is a first of its kind initiative, allowing Beko customers to pass on their appliances to their loved ones through an Inheritance Addendum. As such, the engine of the campaign is an innovative use of a printed material, designed to spark conversation around the durability of Beko products. The entire ecosystem of the campaign – from a highly crafted film, to an extensive influencer campaign, to a series of retail events – were all designed to lead consumers to personalize and print their own Addendum.

Beko is one of the top 3 large home appliance brands in Europe. Over the last years, Beko has been committed to the durability of their appliances by investing in quality components and extensive testing.

Over the past 5+ years, the Beko brand has had a strong positioning in the Health & Wellness space, yet there was no awareness around durability in consumers’ perception when it came to Beko appliances.

To make a statement as a durable appliance company, we developed an innovative campaign that aimed to completely disrupt the category and change consumers perception of the brand by leveraging a universal truth – consumers’ high expectation when it comes to the reliance of their appliances – and associating Beko products with the ultimate symbol of passing the test of time: family heirlooms.

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.

By basing the campaign around the universal insight of high expectations when it comes to the lifespan of appliances and tapping into pop-culture, our campaign managed to transcend the advertising space and achieved impressive results in just 2 weeks after being launched:

The campaign landing page hosting the Inheritance Addendum was accessed more than 1,5M times.

The launch film became the most viewed ad in Beko’s history, with a total of 259 million views on all assets across social channels. What’s more, our influencer campaign generated 132 pieces of content and 80 million views in 3 different markets, generating 88% positive sentiment.

The campaign generated a total of 2,8 billion impressions across the campaign, with 528 million social reach and another 100 million PR coverage reach across marketing and consumer media.

First, we worked with legal experts to draft an Inheritance Addendum that could be added to a last will and testament.

From writing, to design, to the quality of the material, every detail was carefully put in place to emulate an authentic inheritance document.

We attached it to user manuals and launched it with events in selected retail locations across Europe and The Middle East.

We promoted the Inheritance Addendum through an extensive influencer campaign generating over 132 pieces of content.

The branded campaign film led users to the website where they could personalize and download their own copy.