Beko: Futbot

Tahaab Rais

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Campaign details

Brand: BekoBrand owner: ArçelikLead agency: FP7/McCann IstanbulContributing agencies: Koç Zer Medya, FP7/MENACountry: TurkeyIndustries: Home appliancesMedia channels: Public relations, Social mediaBudget: Up to 500k

Executive summary

Beko, a popular home appliances brand in Turkey, hasn't been associated with high-tech products as its primary source of business has been home appliances. However, it was now introducing a new range of high-tech TVs, and with this it had an opportunity to improve perceptions and build preference among electronic shoppers for Beko as a tech brand.

We tapped...

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