According to Beko’s consumer behavior research; when people are looking to buy a new white good, they check these three things first: design, practicality and extra functions. That’s mainly because efficiency isn’t seen as a materialized benefit.

When we had the Beko dishwasher efficiency brief, we looked for a way to materialize the efficiency. Because people believe something when they see it. What they needed to see was that a person living in developed countries uses 300 liters of water every day. We have to be efficient. New Beko dishwasher makes that possible using much less water than usual.

So, how could we show people the actual amount of water Beko dishwasher uses? We created an outdoor ad...made of water. No ink, no printing, no paper, only epoxy (a material that looks like water when it dries up) as much as the amount of water a Beko dishwasher uses.

The idea we found was to create an outdoor ad with the exact amount of water the new Beko dishwasher uses. How though? Water itself wouldn’t work. We needed a liquid material that freezes and looks like water after the implementation. After a bit of a search, we discovered epoxy. We needed to shape and spread it well. On what surface? Glass, plastic or paper didn’t work. Acetate did. So we obtained an acetate layer in the size of an outdoor ad.

After weeks, maybe months-long practice and rehearsal, we started the implementation of the Aquaboard. After 30 days of hard and attentive work, we let it dry. When it was done and ready to go, we moved our unique piece of work to the location that we chose to display it, one of the most crowded centers of Istanbul.

Water scarcity is real. So is the need for efficiency. When you work for a brand who produces specifically energy efficient products, the communication you design becomes more than a commercial. Aquaboard was not only about a product. It was also about the fact that we need to be efficient. That’s why it was valuable for Beko.

When you create an ad, the easiest thing you do is to create a story. Stories are fiction. People realize that. Most of the time it’s hard for a fictional story to convince people. That’s not the case with the Aquaboard. It was a real ad about a real benefit of a real product. That’s why it was easier for it create an impact on the sales. So, the achievement that we expected against the brief was yes telling people about new Beko dishwasher by giving them a real, solid reason why

Aquaboard was born as a creative media execution idea. Especially for the outdoor platform. Outdoor medium is a classical part of advertising. However it is believed to be a little too conventional and limited lately. We wanted to break that. Because we believe it is still one of the best ways to “show” real things to real people and materialize nonphysical concepts like “efficiency”. So, this time, it was the outdoor medium what made this idea possible and executable.

When you are dealing with a brief about energy efficiency and water scarcity, everyone in the modern society becomes your target audience. Especially the ones living in the metropolises like Istanbul, one of the largest cities of Turkey and the World. We wanted to reach the good people of Istanbul with this outdoor ad.

Considering what we had was a single, hand crafted and precious output, we needed the best possible location to display it. After a searching process, we found it. We chose the exterior area of Istanbul’s most popular and luxurious shopping mall where people meet their friends, wait for a bus, park their cars and use the subway.

Reality was the approach for this project. We wanted to create a real work about a real solution for a real global problem and show it to the real people in a real location.

Europeans’ first home appliance brand choice Beko produces energy-efficient white goods with smart solutions every day. So, the efficiency is one of the crucial benefits that brand offers to consumers. Naturally, they want to advertise that.

However, the situation is that people still have a hard time getting the full benefits of being efficient at home. Is efficiency real? What does it mean?

So, when Beko produced one of the most efficient dishwashers to date and wanted to make sure that everybody knows about it, our first objective was to actually tell people about efficiency. Not in an abstract and ordinary way but in a fresh, real and convincing way.