Beko’s CMO on the Parody Inheritance Drama Promoting Appliances as Family Heirlooms

            

Akin> In a market saturated with planned obsolescence, Beko prioritises durability. Rather than just launching another traditional campaign, we aimed to disrupt the market with a bold, single-minded idea that places Beko as a leader in longevity.

Working together with legal experts, we developed a document that allows people to pass on their Beko appliances to loved ones as an inheritance, transforming them into true family heirlooms.

The idea is simple – it’s a piece of paper.  After all, what's a better testament to durability than the physical testament itself? 

Of course, we also took inspiration from the resurgence of murder mystery genres (‘Knives Out’, ‘The Gentleman’), and by doing so were able to create a campaign that captured the attention of a wider audience, generating buzz around the brand.

Akin> Our decision to prioritise brand-focused advertising stems from its ability to establish trust and credibility with consumers, and when consumers recognise and trust a brand, they are more likely to consider all products from that brand as reliable and of high quality. We perceive this emotional connection as a key differentiator for Beko. We hope that by investing in brand building we work to create long-term value. Additionally, we wanted to build affinity across the Beko product portfolio – it isn’t just a handful of our products that can be passed down to generations, we build longevity across the board. 

Akin> With this campaign, we are challenging the perception that all home appliance products are designed with a fixed lifespan, also known as planned obsolescence. We develop innovative products and technologies based on consumer needs while focusing on sustainability, design, innovation, quality and durability. The campaign aims to showcase Beko as a brand that defies industry norms, instead prioritising quality components and extensive testing to ensure longevity.

Akin> The idea of ‘The Beko Addendum’ was the initial spark for our campaign, as we felt it encapsulated the core message that “Beko products last so long, that they could outlive the original user and, in turn, could become true family heirlooms.”

The inheritance drama parody was then developed to promote ‘The Beko Addendum’ and create buzz around the brand. The parody, inspired by murder mystery films, depicts a family fighting over an inheritance that the father is leaving for them, which comically turns out to be "just" a refrigerator.

Akin> Although product durability is a topic we take seriously, we appreciate to consumers this might be dull, and often, hard to connect with. We wanted to keep the tone of the parody light-hearted and fun in order to engage audiences and bring ‘The Beko Addendum’ to life.

As Beko we would like to elevate the everyday, we recognise the value of our customers’ time. We are pleased to showcase ‘The Beko Inheritance’ campaign which we hope resonates and brings joy whilst drawing viewers into a world where we can generate meaningful conversation around the durability of our products. 

Akin> It's uncommon for people to pass on appliances, and it’s highly unlikely that anyone would ever include a washing machine in their will. 

We conducted a research in the UK which has revealed the most weird and wonderful items that consumers have inherited. 77% of UK consumers have inherited at least one common physical household object whilst jewellery and watches top the list (52%) followed by furniture (31%), clothing (27%) and artwork or decorations (21%). With 17% of those who were surveyed saying they have inherited white goods, such as a washing machine or fridge, 18% said white goods were an object they were most likely to pass on. It's surprising because typically, household appliances like washing machines are considered everyday items rather than cherished possessions or valuable assets. 

On the other hand, when it comes to the reasons behind what items people want to inherit, over a third (34%) said that having a household object that will last a long time is the likeliest factor in wanting to inherit it. A majority of those surveyed (51%) fear that fewer large household items will be inherited these days compared to previous generations, with the biggest reasons being that products today are not built to last or are less high quality.  

Using all these insights, we produced a film that communicates this idea through culture, leveraging popular film and storytelling tropes to add intrigue, drama but also humour. By using popular film IP as inspiration, we’re getting consumers thinking differently about this, and viewing appliances as heirlooms.

Akin> The campaign's primary message is that our products are built to last, offering consumers peace of mind – a concept we call the 'Beko State of Mind'. In an industry dominated by technological innovations, Beko puts emphasis on its commitment to durability within the product itself through something as simple and analog as a sheet of paper (The Beko Addendum), which consumers will receive along with their next Beko appliance as part of the campaign. This focus on product longevity is the right approach for us, as it ensures cost-effectiveness, less environmental impact, and the building of consumer trust.