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Press release

New tagline and campaign

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Contemporary Danish furniture brand, BoConcept is set to launch new consumer-first communication
platform and tagline, first brought to life in spring 2020 campaign.


  • New tagline: Live ekstraordinær
  • Live from 1 February 2020
  • Campaign headline: Extraordinary Ideas Start Small
  • Campaign period: February to April 2020


BoConcept is the furniture brand known for its unmatched global size, Danish roots and stunning design-led products. However, more than great Danish design, BoConcept prides itself on helping consumers express their unique home style and thus their individuality – a decades’ old ethos seen in the brand’s well-established design DNA and service offering:


Highly customisable collection. 

Tailoring designs to match lifestyle, taste and budget..

Approximately 90 percent of the collection (excl. accessories) can be adapted for either size, colour, material, configuration or components. This industry-leading buyer’s freedom is also reflected in the brand’s selection of over a hundred and twenty luxury fabrics and leathers. 


Interior Design Service. 

Helping to tailor designs and bring them to life in the home.

In every BoConcept store, consumers can access a trained Interior Designer. The service is flexible, ranging from free instore styling advice up to in-home interior design projects, complete with mood boards and 3D visualisations (in-home service offered for free in selected markets). 


Guidance-centred content. 

Free expert interiors help throughout the consumer journey.

BoConcept hosts an ever-growing hub of inspirational content on Pinterest and, providing styling how-tos, buying guides, interior trend articles, inspiring spaces and more. Future campaigns will also centre around helping consumers get the most out of their homes. 


Cultural context

In a time when the cultural currency of creativity is appreciating at speed. And as consumers transition from FOMO to JOMO, spending more time in the home, while valuing experiences over things, BoConcept believes its brand values have never been so relevant. 


The Marketing Store Worldwide
To leverage these strengths, BoConcept worked with the London office of the global customer engagement agency, The Marketing Store. The two collaborated to develop a new tagline and communication platform, repositioning BoConcept’s values for strong consumer relevance. 


‘Live ekstraordinær’

BoConcept’s brand values position it as a credible guide for style conscious consumers around the world. One-off individuals who want their homes to reflect their personality and the unique ways they live. 

The new tagline is a rousing call to action, speaking to consumers’ pursuit of their ‘ekstraordinær’ – however grand or small that aspiration may look today – and BoConcept’s mission to help them attain it. While the Danish translation of ‘extraordinary’ works as a memorable nod to the brand’s heritage and its surprising expression.


New spring campaign

The new tagline will launch as part of the brand’s spring campaign, ‘Extraordinary Ideas Start Small.’ The campaign works around the notion that big impact can come via small well-considered changes, and the impetus to make a start. 

The message will be brought to life through three aspirational consumers’ stories and their homes; and stunning conceptual model shots, depicting BoConcept’s ability to match the buyer’s personality. From a more functional perspective, these hero narratives will be supported by a plethora tips and tricks, showing how consumers can make their spaces season-ready through small well-considered changes. 

“These two emotive words are the product of hours of interviews, workshops and brainstorms. We are immensely proud to give this amazing brand a relatable tagline that genuinely links to the experience we bring to consumers’ homes. It will not only resonate with consumers for many years to come but also act as an internal mantra for how we should serve consumers in everything we do. It must simply be Ekstraordinaer!” says Paula Mc Guinness, BoConcept Chief Marketing Officer. 


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