Tarkan Boosts Beko
Ten thousand products were sold in a short space of time after announcing that purchasing a Beko washing machine or refrigerator meant a free ticket to Turkish pop singer Tarkan's concert in Russia.
Tarkan is very popular in the country and gave a concert on the 14 October near Moscow to celebrate the opening of home appliance giant Beko's new factory in Russia.
Tarkan's concert generated great interest from the Russian youth.
Arçelik General Director Aka Gündüz Özdemir said they wanted to advertise their brand following the establishment of their plant in Russia.
"We could have sold more tickets if we had organized the concert in a stadium but we could not organize it in open air. We could only distribute 10,000 tickets. We had wished the concert hall was big enough to host 50,000 people."
Arçelik General Director Özdemir said they were aiming for a turnover of six billion euros and were trying to make Beko into one of the world's top ten brand marks in its sector by 2010.
Turkey's three major electronics companies reached a controlling position of 51 percent in the European market as a result of recent opportunities in Europe. Özdemir said Beko Electronics was among these three companies.