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Brand awareness for Beko a Time Magazine top 20 sustainable corporate
Company: Beko Benelux
Sector: Consumer electronics & sustainable home appliances
Stage: Global sustainability leader, building brand in NL/Benelux
Challenge: Low awareness and consideration in NL, under‑credited on reliability and sustainability
Outcome: Awareness and consideration sharply up, brand image shifted to "reliable & sustainable", KPIs ahead of multi‑year targets
Time to impact: ~6–12 months
The challenge
Beko is globally recognised as one of TIME magazine's most sustainable companies, but in the Netherlands the brand lagged behind local and global competitors in awareness and consideration. The Benelux Marketing Director needed to get Beko into the Dutch consideration set, prove the reliability of its products and communicate its genuinely sustainable practices and supply chain.
Ambitions were high: grow awareness and consideration, and clearly differentiate on reliability and sustainable home solutions. Although absolute numbers cannot be shared publicly, this translated into hard targets: grow topline by 30%, lift awareness and consideration as measured by GfK.
The method
As part of the core team working on the program designed to translate Beko’s European market leadership and global sustainability leadership into local relevance and visibility, we had a clear goal: building brand awareness.
The core idea: consistently communicate the same reliability and sustainability narrative everywhere consumers meet the brand, from the stadium to the store shelf and the living room screen.
The approach combined:
(Always‑on) presence at key touchpoints
Point‑of‑sale materials in retail to tell the story where purchase decisions are made.
PR communication and branded content to amplify Beko’s sustainability credentials and innovation.
Social media campaigns to humanise the brand and bring sustainable home solutions to life.
Integrated paid media mix
National multi‑channel campaigns across CTV/streaming, digital video, social media advertising, DOOH and OOH.
Magazine advertising in both consumer and trade titles to reach shoppers and the retail channel.
Radio commercials to add reach and frequency on reliability and sustainable home messaging.
High‑impact brand moments
A national Ajax Partnership launch campaign with global reach, integrating stadium visibility (boarding ads and narrowcasting), ticket ads and content around the partnership.
Premium placements including a takeover of the biggest screen in the Netherlands (Ziggo Dome) and tram wrapping in Amsterdam to grab urban attention.
Product placement in dozens of TV game show episodes.
Radio tag-on campaign, including a digital landing page.
Throughout, we ensured the same core pillars showed up everywhere: accessible, reliable products backed by genuinely sustainable practices, making it easier for Dutch consumers to notice, remember and choose Beko.
The results
Within the first 6 months, multiple brand studies signalled that Beko was tracking far ahead of plan on key brand metrics. Awareness levels were already approaching targets initially set for the 1.5‑year mark, indicating that the integrated approach and Ajax partnership were cutting through. Even though some initiatives were part of a 3‑year roadmap, early perception shifts gave the Benelux team confidence in the strategy.
The Ajax Partnership launch campaign, while nationally focused and concentrated outdoors around Amsterdam, generated international attention:
1.8B earned reach via PR across 1,100+ publications
3M+ outdoor ad impressions
75M digital and social impressions
Brand metrics moved decisively:
Awareness (brand study)
Unaided awareness doubled.
Aided awareness increased as well, pushing Beko ahead of several competing brands in the rankings.
Consideration & image (Brand study):
Brand consideration more than doubled, allowing Beko to leapfrog three brands in the consideration rankings.
Brand image strengthened around “accessible” and “reliable”, with “sustainable” emerging clearly as part of the brand’s identity.
Official brand tracking (GfK):
Beko’s key awareness score rose 18% between Q2 ’25 and Q4 ’25.
This not only surpassed the yearly target but also nearly reached the following year’s target, effectively pulling performance a full year ahead of plan.
How it felt to work with us
“The Unsustainables have been a strong partner in helping sharpen the strategy and execute it effectively, while bringing Beko’s values of reliability and sustainability closer to consumers.”
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