Lionel Messi and his FC Barcelona teammates have come face-to-face with ‘unique, playful animations’ of themselves for the first time as home appliance brand 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, FC Barcelona ‘Premium Partner’, alongside their animations. Fellow teammates Neymar Jr., Andrés Iniesta and Ivan Rakitić will 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 2 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 to play at Camp Nou.
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, Beko explains. As a brand, Beko says it supports people in their busy lives by providing faster, more efficient home appliances, giving them more time to ‘play’ every day. The Official Partner of Play brings Beko and FC Barcelona’s shared values to life and sits within a new global brand positioning – the ‘Official Partner of the Everyday’ – which launches later in the year in the UK and establishes Beko as a ‘truly consumer centric brand’, the company adds.
Beko Global chief marketing officer Tülin Karabuk said: “As FC Barcelona personifies the spirit of play, the Official partner of play is the perfect message for Beko to communicate our values to millions of fans around the world, while connecting with them on the sport they care about. Beko knows that every day there are people who need solutions for their busy lives. Therefore, we ensure all of our products are designed with our consumers’ everyday needs in mind, which gives them more time to play.”
FC Barcelona chief revenue officer Francesco Calvo commented: “We are delighted to work with our partners at Beko for the launch of this new campaign. Activations such as these help us to connect with our fans 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 skills, so we think that this new campaign by Beko is very fitting for the club.”