Serving up a new kind of press event


BEKO briefed MSL to make its press conference at IFA Berlin in August 2017 the biggest media event of the show, helping the home appliances brand exhibit its latest hero products and key spokespeople, while softly launching “Eat Like a Pro” – a campaign designed to promote healthy eating for families, in association with FC Barcelona.

MSL transformed the traditional press event by working closely with BEKO to serve up three “courses”: a commercial forecast by CEO Hakan Bulgurlu as the starter, a hero product presentation as the main course, and for dessert, the soft launch of “Eat Like a Pro”.


This approach was incredibly well-received by the 170 global media attendees, and helped to differentiate BEKO from their competitors at the event, while promoting more in-depth media coverage.

The event was compered by Ella Mills of Deliciously Ella, who also served as a perfect consumer spokesperson for the campaign, working with a top FC Barcelona nutritionist to create enticing recipes for an MSL-created “Eat Like a Pro” recipe book and corresponding website.

200 Pieces of coverage
600 Mentions on social media
170 Media attendees