The task
To drive awareness of Beko’s new sponsorship of The FA Cup, and to utilise the new partnership to engage with mums.
What we did
We created the Beko Keepy Uppy Challenge. A national tournament that ran through Beko’s Facebook page and challenged users to see how they fared against Guinness World Record holder Dan Magness.
Although the activity focused on football, it was targeted at school age children and so provided the ideal platform to also involve parents, especially mums.
Impact
The five month activity delivered over 500 articles across TV, radio, print and online. Awareness of Beko’s association with The FA Cup trebled, and Beko saw an increase in positive brand perception. The campaign won an award for Best Sponsorship or Maximisation at The Fresh Awards.
