Signing a four year contract last year, Beko became a premium partner of FC Barcelona – bringing together the second largest home appliance brand in the UK with one of the world’s most loved and supported football clubs.
Whilst awareness of this partnership was high amongst dedicated Barcelona supporters (through the on sleeve brand sponsorship), Beko wanted to engage broader football fans so reached out to Sky Sports as the official home of both the Premier League and La Liga.
As secondary objectives, Beko also wanted to drive awareness of their 25th anniversary, and drive purchase intent of their white goods range.
The campaign FC Barcelona are wildly recognised as one of the greatest football teams not just in the modern era, but of all time. From Cruyff, to Ronaldo, Rivaldo, Xavi and Messi, the club has also seen some of the finest players pass through the club – which lead us to our insight…
Every football fan has a strong and definitive opinion on all aspects of the game, and are more than happy to tell everyone within ear shot of it – so this is what we played on.
So, to celebrate Beko’s 25th year, we shortlisted 25 of the best Barca players from the past 25 years and threw down the gauntlet by asking our users to pick an all-time XI. Pique or Koeman? Busquets, Xavi and Iniesta in midfield? Then you’ve got pick from the likes of Ronaldinho, Romario, Ronaldo, Eto’o, Henry and Messi up top.
We also got former Barcelona midfielders Gaizka Mendieta and Luis Garcia to pick their teams, and if yours matched with the latter then you stood a chance of being whisked off to El Clasico – which one lucky person did!
Housed in a co-branded hub, we used both paid for and owned media across the Sky Sports digital and social channels to direct users to the mechanic and competition.
The partnership was one of our most successful digital-only campaigns, largely thanks to the insight that we know football fans love a discussion and to be challenged!
Equally, due to its relevance, the partnership was supported by Sky Sports editorial in a way that has never been done so before, which proves the value of getting the experience right for all parties.
“Football has been a core part of Beko’s marketing strategy and this new partnership with Sky Sports is sure to build awareness of our Premium partnership with FC Barcelona. El clasico is a hugely popular fixture with UK football fans and we are confident that our latest activity will drive desirability of the Beko brand amongst our target consumer.”
Teresa Arbuckle, Managing Director of Beko plc UK and Ireland
Richard.Kitto@sky.uk | 0207 032 6662
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