Turkish brand Beko (a subsidiary of Arçelik A.Ş.) hired two comedians to share conversations over tea while demonstrating the benefits of its small home appliance.
Beko's Dem Deluxe Automatic Tea and Filter Coffee Machine was one of the top products in small household appliances in Turkey. This product has a special brewing technology that ensures that tea and coffee maintain their freshness for long periods of time. Additionally, the device offers an automatic brewing function, a timing function for brewing tea or coffee at the desired time, an ability to brew different types of herbal tea and coffee, and a feature to prevent the mixing of different tastes and smells.
Introducing the product to Beko's target audience and generating a high number of impressions were the brand's goals.
Beko was engaged in above-the-line communication on behalf of its tea and coffee machine and decided to launch a new project for digital channels.
Beko's intended target audience was all tea and coffee enthusiasts looking for practical and multi-functional solutions that would save time and make their lives easier in the kitchen amid the struggle to maintain work-life balance. These consumers believed that their household appliances should adapt to their lives and were unwilling to compromise on taste.
Tea fans in Turkey refer to deep conversations about life and human relations over tea as "tea talk." So, Beko decided to turn "tea talk" into a talk show sponsored by its product, calling the project "What's the Tea?" and released 10 episodes as videos as well as in a podcast format to accommodate the extensive consumption of audio content.
Video and audio playlists were created for YouTube and Spotify. Beko shared its playlists on Meta, TikTok, Instagram, and YouTube. Additionally, the brand promoted the episodes on high-visibility platforms through programmatic media buying and insertion order-based (direct media) purchases until the end of March. Finally, Beko promoted its podcast series on Spotify through Spotify advertising models.
While implementing its project, Beko prepared a media plan focused entirely on online channels. Accordingly, a substantial amount of the budget was spent on TikTok and Meta channels, with a particular focus on YouTube and Spotify. With this media plan, Beko strove to reach a wide target audience through digital channels used extensively on a daily basis.
Many poems and passages by Turkey's renowned poets and writers could be considered "tea talk," including a poem by Cemal Süreya, which reads, "We ordered two cups of tea, one of them weak; I wish I had loved you for that alone." In each episode of the series, Beko engaged in "tea talk" based on such quotes.
The brand decided to work with two comedians in order to increase the appeal and entertainment value of the content. These comedians had to be natural and sincere individuals with strong improvisation skills who were inherently funny and perfect for tea conversations. Beko decided to go with Volkan Öge and Aslı İnandık.
During the launch, Beko released two different promotions in order to pique the target audience's curiosity. In the 10-episode series, the brand's duo started their conversation with the quote of a writer, brewed tea, and cracked jokes while talking about the automatic brewing and timing functions of the Beko Dem Deluxe Automatic Tea and Filter Coffee Machine.
The small household appliances market was growing day by day, and brands continued their marketing investments at full speed, with Beko ranking fourth in the brand awareness metric for hot beverage equipment. There was, however, no brand staking its claim to tea and filter coffee machines through individual communications. Beko seized the opportunity such that its campaign:
