FC Barcelona first team players to star in the campaign in the form of cartoon characters
Lionel Messi and his FC Barcelona teammates came face-to-face with unique, playful animations of themselves for the first time as Beko unveiled its new Official Partner of Play campaign worldwide. Global stars Messi, Luis Suárez, Gerard Piqué, Arda Turan and Marc-André ter Stegen will feature in a new short film from Beko, Premium Partner of FC Barcelona, alongside their animations. Fellow teammates Neymar Jr., Andrés Iniesta and Ivan Rakitićwill also appear as animations across the campaign
The animated players will appear in advertising, in store, in-stadia, real-time social media for El Clásico (FC Barcelona vs. Real Madrid on April 2nd 2016), on digital channels and in the media over the coming months. The campaign will feature money-can’t-buy opportunities for fans, including the chance for the ultimate play at Camp Nou.
The Official partner of play is built on FC Barcelona’s skilful, attacking football played with freedom and enjoyment both on and off the pitch, a style of play that epitomises the true spirit of football. As a brand, Beko supports people in their busy lives by providing faster, more efficient home appliances, giving them more time and freedom to ‘play’ every day with the spirit of FC Barcelona. The Official partner of play sits within a new brand positioning – the Official partner of the everyday – which establishes Beko as a truly consumer centric brand, at the heart of everyday life showing how people can rely on Beko as their everyday partner.
"Barça has a tradition of playing with a smile"
Barça's commercial director, Francesco Calvo, said, "“We are delighted to work with our partners at Beko for the launch of this new campaign around the world. FC Barcelona has a tradition of playing with a smile, a fun style of attacking football and winning games with sublime moments of skill, so we think that this new campaign by Beko is very fitting for the club."
Tülin Karabuk, CMO at Beko Global, said: “As FC Barcelona personifies the spirit of play and freedom, the Official partner of play is the perfect message for us to communicate our values to millions of fans around the world. We want to put a smile on their faces and engage with them about the sport they love. Beko knows that every day there are people who need solutions for their busy and often unplanned lives. Therefore, we ensure all of our products are designed with our consumers’ everyday needs in mind to give them more time to play.”