BoConcept Customises a Sophisticated Christmas Campaign

The Marketing Store has partnered with Danish furniture and lifestyle brand BoConcept to launch ‘Little Moments, Extraordinary Memories’ – an invitation to make your home more inviting this festive period with BoConcept’s range of customisable furniture, timely styling tips and gift ideas.

The campaign is the latest in a series developed following the launch of BoConcept’s new brand platform, Live Ekstraordinær – the belief, with a little Danish Wink, that you shouldn’t be anyone but yourself. Because when you are, life is extraordinary.  ​

‘Little Moments, Extraordinary Memories’ was created in partnership with BoConcept’s internal creative team and celebrates how connections start in the home. When your home is extraordinary, so are the moments spent together. Visually the campaign uses cleverly styled props to depict evocative moments of togetherness. Not extravagance, which feels frivolous in 2020, but rather a return to simple nostalgia-rich moments with the people who matter. Reading to children, a kiss at the dinner table, an embrace on the sofa – all with the constant of comfortable and stunning Danish design. 

As part of the two-month long campaign, a series of seasonal content and activations to encourage consumers to create a ‘wow’ moment for the Christmas table will also be released. 

Consumers can create an on-trend floral cloud centrepiece for their Christmas table made from pampas grass, using an easy how-to video guide. Selected stores will also host DIY floral cloud classes. In addition, BoConcept will also release their own collection of Hans Christian Andersen inspired paper cut-outs. The free cut-outs, which can be used as both hanging ornaments and decorative napkin rings, will be available to download as stencils from boconcept.com. Pre-cut craft paper versions will also be available for free in selected stores. 

The campaign has been executed in 65 countries across, print, OOH, digital display, social, website and CRM, and of course BoConcept’s 300 stores.

Andy Taylor, executive creative director, The Marketing Store Europe said: “Extraordinary homes enhance extraordinary moments. BoConcept’s Danish furniture and expert interior design service offer endless opportunities to help their customers create the perfect environment for them to entertain in style, and create a magical and memorable Christmas.” 

Nina du Celliee Muller, BoConcept head of markets and campaigns, BoConcept said: “We are always striving to be more than a global furniture retailer. We want to be a helpful guide for the consumer. So, having the opportunity to help with their gifting, styling and entertaining needs – while raising a smile at the climax of such a trying year – is a privilege we hold dear.”