How Zitec Coordinated One of the Most Complex Integrated Campaigns for Beko Romania

Beko Beyond Built-In 2025 campaign featured across streaming platforms.

The Context

The 2024–H1 2025 period brought new challenges for advertisers in Romania. Multiple election cycles dominated digital attention, making visibility increasingly difficult to secure. According to Zitec’s own internal analysis, platforms such as Meta, TikTok, and YouTube registered a cost increase of over 20–30% compared to previous years, while audience availability declined due to oversaturation with political and commercial content.

In this crowded media environment, Beko’s objective was to maintain a strong and coherent presence across all relevant touchpoints of the customer journey, ranging from awareness to engagement and product consideration.

Drawing on our experience managing large-scale campaigns during previous election periods, we approached the challenge through smart media buying, continuous optimization, and adaptive cross-channel allocation. The team succeeded in keeping costs under control while ensuring the brand remained visible and top-of-mind in a highly competitive advertising season.

The Challenges

In 2024, Romania’s consumer goods market grew amid rising volatility. According to Economica.net, the electro-IT sector reached $4.9 billion, up 9.4% year-over-year, while large home appliances rose by 12.1%. Yet this momentum unfolded in one of the most competitive advertising seasons in years. Election campaigns filled digital platforms, increased media costs, and split audience attention, pushing brands to focus on precision and consistency instead of big budgets.

The campaign’s scale made execution even more demanding. Beyond Built-In 2025 included more than ten digital and offline channels, each with unique formats, timelines, and audience expectations. Coordinating them all while keeping communication consistent required close collaboration between teams and ongoing performance monitoring.

Another challenge was transforming visibility into meaningful engagement. Beko needed every exposure to generate real attention and measurable interaction with the brand. Through data analysis, creative testing, and balanced budget management, the team ensured that each placement supported both awareness and consumer intent.

The Solution

Together with Beko România, Zitec designed and coordinated an integrated omnichannel media strategy for the Beyond Built-In 2025 campaign.

Key elements of the strategy:

• A unified ecosystem covering more than ten digital and offline channels, including Meta, Google, TikTok, Connected TV, DOOH, and premium streaming platforms like HBO MAX, each tailored with platform-specific creatives and audience targeting.

• Strategic partnerships with specialized portals such as Storia.ro and Imobiliare.ro, offering exclusive placements aimed at users in the process of buying or renovating homes.

• Programmatic Display & Video campaigns via DV360 and Teads to ensure brand-safe exposure and strong engagement volume.

• Performance-driven activations through Google Display, Search, YouTube, and Demand Gen, covering the full digital funnel from awareness to conversion.

• Continuous optimization and creative rotation to combat ad fatigue and maintain high video completion rates, supported by weekly performance reviews and A/B testing on custom and lookalike audiences.

• Negotiation of exclusive premium slots on channels such as MAX, Philips, and Storia.ro, ensuring top visibility and impactful brand placement.

• Adaptive scheduling to match consumer behavior, increasing DOOH frequency during weekdays for commuters and shifting focus to shopping centers on weekends for maximum in-person reach.

“Delivering a 41% increase in unique audience reach and a 67% higher video completion rate compared to last year proves that analytical thinking and data-driven strategy make all the difference in the current competitive ad space.”

— Alina Aldea, Business Line Director, Digital Marketing at Zitec

The Result

The Beyond Built-In 2025 campaign consistently exceeded all objectives, outperforming both initial estimates and the previous year’s results. Despite intense competition and rising media costs, the campaign achieved significant growth across visibility and engagement indicators.

Key results:

• +41% increase in unique reach, surpassing 5.7 million users compared to 2023
• Over 130 million digital impressions across all platforms
• +67% higher video completion rate (VTR) than the previous campaign
• 3× higher CTR on Connected TV versus regional benchmarks
• 3× higher CTR on Storia.ro compared to initial projections

For Zitec, Beyond Built-In 2025 was a new validation of the ability to plan, manage, and optimize complex, multi-platform campaigns that deliver measurable results and elevate brand perception.

 

Beko Beyond Built-In 2025 campaign highlighted on leading real estate platforms.

“In a highly competitive advertising season, standing out required precision and adaptability. Together with Zitec, we built a strategy that connected every channel, from digital to out-of-home, and transformed visibility into real performance. The Beyond Built-In 2025 campaign strengthened our position in the built-in appliances market and delivered results that exceeded every expectation.”

— Raluca Boboc, Digital Marketing Lead at Beko Romania