Beko EverFresh+

10 seconds to understand.
10 months to become the leader.

Challenge

Beko wanted to raise awareness to the new refrigerator and fridge freezer range Beko EverFresh+ and increase its sales with least 15%. But wait!

What’s EverFresh+?

A humidity controlled compartment which can keep fruit and vegetables fresh for up to 30 days.

What for Beko was a core name for years of research, tests and inspiration, for the consumers was only another engineering gimmick they didn’t understand. How to communicate this impressive innovation to the shopper in a compelling way, in a few seconds? In a market oversaturated by expressions such as “true digital inverter”?

This stunning mix of simplicity, catchy design and creative production solutions reinforced the idea of simple and useful innovation of Beko’s EverFresh+ and was so efficient that most clients understood the benefits in less than 10 seconds.

Results

By starting at less than a half of sales towards the no.1 brand in the No Frost range, Beko became the leader in the category in less than 10 months.