Global FC Barca/Beko ‘Team Spirit Drives Change’ Rolls Out For El Clasico

Domestic appliance brand Beko rolled out a new campaign – #JoinOurTeam – activating its FC Barcelona sponsorship led by a TV spot celebrating team spirit

The commercial stars some of FC Barca’s star players – including Lionel Messi, Neymar Jr, Gerard Piqué, Luis Suárez and Andrés Iniesta – working together, both on the pitch and at home in a split screen with everyday domestic scenes (and brand products in action too of course).

The message is about team spirit and inspiring and supporting one another and how teamwork can implement change for the better.

Beko, a global Premium Partner of FC Barcelona with shirt shoulder branding, premièred the new creative on the morning of the much anticipated top of the table ‘El Clasico’ match between Barca and Real Madrid on 22 March.

The theme aims to connect the brand’s flagship football partnership with its mission of ‘making consumers daily lives easier’.

The multi-platform campaign, which invites families across the world to join its team, is also running across print, outdoor, digital and social media work, .

Do your family make as great a team at home as @FCBarcelona players? #JoinOurTeam #ElClasico https://t.co/TsTJNVs1yk

— Beko UK (@BekoUK) March 22, 2015

Fans and Beko consumers are all encouraged to join Beko’s team by using the hashtag #JoinOurTeam.

Beko is also running a ticket-giveaway via a media partnerships: such as its work in harness with Sky Sports in the UK at https://skysports.compsites.co.uk/beko/

It challenges fans top pick their all-time Barcelona starting 11 via a drag-and-drop web based selection mechanic to enter the competition to win a VIP trip to next season’s first El Clasico (with runners-up receiving a signed shirt from Luis Garcia or Gaizka Mendieta!

This ticket competition strand is being promoted across Beko’s own platforms as well as on Sky Sports’ digital channels.

We've partnered with @SkySports to give you the chance to #WIN tix to next season's #ElClasico http://t.co/C0tjgLMykn pic.twitter.com/X1PaiBW1wL

— Beko UK (@BekoUK) March 23, 2015

‘This campaign brings together two renowned brands: Beko and FC Barcelona. We are immensely proud of our four year Premium Partnership and are confident that this new campaign will strengthen our brand globally,’ explains Beko parent Arcelik Hakan Bulgurlu.

‘Watching world-class footballers perform on the pitch can remind us all that team spirit can drive amazing results.’

While Beko CMO Tülin Karabük adds: ‘At Beko, our appliances support families every single day by offering smart, innovative solutions that make a difference to everyday life, and we hope that our new campaign highlights how we can help achieve and inspire each other through teamwork both on the football pitch and at home.’

Comment

Connecting football and families is a common strategic sponsorship approach – particularly in the USA where Johnson & Johnson new campaign promoting its new MLS partnership and other US soccer sponsorships all revolves around family support and health (see previous case study).

But some campaigns just fail to create a believably authentic synergy between brand, industry category and property.

Do standard images of players next to domestic white goods machines and a clichéd message about the values of teamwork really feel like an in-depth authentic connection or an off-the-shelf generic one?

You decide!

But after you seen some of the more innovative recent domestic appliance and white goods football and rugby campaigns – such as Media Markt’s brillaint World Cup ‘Shirt Swap’,