Beko wanted to raise awareness of the new refrigerator and fridge freezer range Beko EverFresh+ and increase its sales with least 15%. But wait!What’s EverFresh+?A humidity-controlled compartment that can keep fruit andvegetables fresh for up to 30 days.What for Beko was a core name for years of research, tests, and inspiration, for the consumers was only another engineering gimmick they didn’t understand.How to communicate this impressive innovation to the shopper in a compelling way, in a few seconds? In a market oversaturated by expressions such as “true digital inverter”?