Beko: The D-Remote

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

Campaign details

Brand: BekoBrand owner: BekoLead agency: FP7 McCann IstanbulCountry: TurkeyIndustries: Home appliancesMedia channels: Online video, Public relations, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

The challenge: Beko’s smart televisions needed to sell more, but women – who were Beko’s primary target – didn’t think of Beko for high-spec televisions, and men didn’t consider Beko to be relevant enough.

The insight:Dads are often forgotten by brands, while mothers are, rightfully, celebrated. They usually don’t ask for much for themselves, except...

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