The Challenge
In a highly competitive refrigerator market, Beko wanted to raise awareness of their new refrigerator and fridge freezer range that features the revolutionary EverFresh+ technology.
Using leading edge technology EverFresh+ is a smart innovative compartment that keeps fruits and vegetables fresh for up to 30 days.
Agency G7 was briefed to come up with a campaign that captured the attention of consumers and communicated the benefits of this impressive innovative technology in a quick and compelling way while increasing sales by at least 15%.
The Solution:
To differentiate the Beko’s brand message and cut through the competitive jargon, the solution was to focus on the product features and benefits, using a brief description for each feature. These features were put on pop-up, sliding and rotation motions POSM’s.
This simple yet stunning mix of strong, eye catching designs and creative production solutions allowed customers to understand the benefits of Beko’s EverFresh+ in under 10 seconds.
The Results:
In a market where brands tend to overuse technical terminology to sell their product, this focused approach was not only novel but also memorable and effective.
Having started with half the sales of the leading brand in the no frost category, Beko has now managed to secure the market leader position in just under 10 months following the campaign.