The Beko Inheritance is a first of its kind initiative, allowing customers to pass on their appliances to their loved ones through an Inheritance Addendum, a legally binding document that can be added to a last will and testament. A single piece of paper became the hero of the campaign, sparking the conversation around the durability of Beko appliances, while the brand film, influencer content and digital assets led users to the website where they could download their own template. The Addendum was also attached to user manuals and promoted in select retail locations across Europe and the Middle East.