Campanie
General Information:
Strategic approach:
| Strategic approach: |
> Beko firmly believes that innovative technology has the power to enhance customers' lives while also safeguarding the environment. To this end, Beko has consistently introduced appliances with advanced technologies designed to minimize resource consumption. A recent example is the SaveWater technology, integrated into Beko dishwashers, which reduces water consumption by up to 27% compared to similar programs in Beko dishwashers without this feature. > While this is a significant innovation promoting sustainability and resource efficiency, bringing it to the Romanian market poses a challenge. Romania lags far behind other European nations in dishwasher adoption. By the end of 2023, only 10% of Romanian households were expected to own dishwashers, compared to 70% in countries like Germany and Sweden. This low adoption rate highlights a lack of awareness about the benefits of dishwashers. Many Romanians still misbelieve that dishwashers consume excessive energy and water, destroy the items or under-perform, despite numerous studies showing their efficiency compared to handwashing. > Recognizing this gap, Beko Romania has taken on the challenge of educating Romanians about the many advantages of dishwashers, highlighting their critical role in water conservation. The goal was to launch a comprehensive, 360-degree campaign positioning Beko as a leading innovator in technology, while also reinforcing the brand’s commitment to sustainability and community support by offering practical solutions for adopting eco-friendly habits. > With this in mind, Beko created the Save Water - Every Drop of Water Counts campaign, that employs digital and traditional methods to educate about water conservation. The campaign was deployed through video assets, a platform with a gamification pillar, made use of AI generated content, created an art exhibitions, and a CSR initiative, showcasing an innovative approach to raising awareness. *Campaign Objectives:* > Strengthen Beko's Position as an Innovation Leader: Reinforce Beko's leadership in innovation, with environmental impact and the development of technologies that help consumers adopt a sustainable lifestyle. > Increase Brand Awareness for Beko and Its Innovative SaveWater and CornerIntense Technologies: Raise awareness of Beko's brand and its innovative SaveWater and CornerIntense technologies for dishwashers. > Achieve Positive Media Exposure for Beko's Involvement in Sustainability Education: Gain positive media exposure for Beko’s involvement in promoting sustainability education. > Increase dish-washing category adoption. > Debunk Myths and Overcome Purchase Barriers in the Dishwasher Category: Dispel myths and overcome purchase barriers in the dishwasher category. > Strengthen Beko’s reputation as a brand committed to sustainability and community engagement. > Achieve a PR campaign reach of 350,000. *Target Audience:* > Environmentally conscious consumers > Young families, urban, with high income, high education, seeking efficiency and sustainability > Media & opinion leaders > Stakeholders in water conservation efforts > Interests: nature, lifestyle, environment, healthy life > Digital-savvy |
Execution:
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