Home appliance brand, Beko, has launched a new laundry TV campaign.
At £2 million and set to reach 35 million adults over two months, the significant investment will see the brand driving consumer demand by targeting homeowners during peak season for laundry sales, from October through to Black Friday.
Kicking off on 1 October, the 360 campaign will comprise of heavyweight TV advertising, VOD, Sky AdSmart, digital, social media, PR and retail activation. The feel-good television advert featuring FC Barcelona players, will air during prime-time shows throughout October and November, such as The Great British Bake Off, Long Lost Family, Britain’s Got Talent: The Champions, Coronation Street, Emmerdale and Gogglebox.
The television advert heroes Beko’s brand new laundry technology – AquaTech. The new washing machines allows users to wash clothes in half the time, with twice the care, the company said. Specialist technology uses the natural power of water to clean clothes gently instead of with harsh drum movements.
In-store, the below the line campaign will not only raise awareness of AquaTech, but also of the brand’s number one position, as the UK’s best-selling large home appliance brand, according to research from earlier this year. Designed to drive conversion and inspire further confidence, customers will be reminded of Beko’s number one position at the point of purchase. Retailers will have access to bespoke POS, collaborative multi-channel retail campaigns as well as dedicated sessions from Beko’s training team. Primed with key information and statistics, the brand is ensuring retailers have all the tools they need to make this a very successful few months in the run up to Christmas.
Keval Shah, Head of Marketing at Beko plc UK & Ireland, said: “AquaTech is the biggest launch of the year for Beko, and this is evident in the strategic marketing plan we’ve developed. We’re aiming to reach as many households as possible during peak season for laundry sales, through as many touch points as possible.
“Our television advert has performed brilliantly in consumer testing, and we’re very confident it will deliver on sales as well as massively boosting awareness of our best-selling range of home appliances.”
You can view the TV advert here.