The campaign, called Official Partner of the Everyday, will position Beko as a consumer-centric brand that supports the needs of real people every day, while celebrating the kitchen as the heart of the home for modern families.
McCann Worldgroup created the campaign with support from Beko’s sport sponsorship agency, Synergy Sponsorship.
A series of six TV ads will air in more than 30 countries throughout 2016, and a film (below) will promote the partnership on YouTube in 25 key markets. The campaign will also include print, outdoor, digital and in-store activity.
The campaign ties in with Beko's four-year deal as FC Barcelona's 'Official partner of play'. Some of the team’s players have been turned into animations that will feature on digital and social media during matches, including the upcoming FC Barcelona vs. Real Madrid El Clásico this weekend (2 April).
Tülin Karabuk, chief marketing officer at Beko Global, said: "We are excited to be rolling out a large-scale global comms platform to millions of people over the coming months, starting at the much-anticipated FC Barcelona vs Real Madrid match at Camp Nou on 2 April. At Beko, we believe a true partner is not just a sponsor – a true partner stands beside people. This is why Beko is the official partner of everyday life."