tms partners with BoConcept to launch the brand’s 70th anniversary campaign: Ekstraordinær Since 1952

Person on couch with balloons

To mark 70 years of BoConcept transforming spaces into more extraordinary places, tms (formerly The Marketing Store) and BoConcept’s in-house creative team have collaborated to launch their anniversary campaign, ‘Ekstraordinær Since 1952’.

Built on the insight that integrity is the new exclusivity, the campaign will feature a year full of stories and activities that touch on all authentic aspects of the brand, from its Danish heritage and expert craftsmanship to the quality of the iconic Danish design timeless products.

Stylistically, the photography and video content playfully nods to past decades while celebrating the timelessness of the product icons. A stylish TVC developed for select markets centres around an elegant house party celebration, highlighting how BoConcept’s furniture is built to enjoy and designed to wow. Short form edits of the TVC will be used on social throughout the year across markets. A new logo lock-up has been created to signpost 70 years of Danish style and tie the campaign together across all formats.

BoConcept street sign

Customers can sign up for the Year of Ekstraordinær via CRM. Those who do will receive news and offers throughout 2022. Offers throughout the year include the chance to win a customizable Carmo sofa showcasing BoConcept’s extensive customization and coordination options and information on how BoConcept’s Interior Design Service can help them create their own Ekstraordinær, which ran during March.

During May, BoConcept also gave customers the chance to win one of a range of 70th Anniversary limited edition Mads Berg prints featuring some of the brand’s most iconic furniture pieces, including the Imola chair, the Cupertino desk, and the Amsterdam sofa.

tms (formerly The Marketing Store) led the strategy and conceptual development for the creative approach and activations for ‘Ekstraordinær Since 1952’, and BoConcept’s internal creative team led the execution across touchpoints. In total, the campaign executed by BoConcept’s internal creative team covers over 60 countries across digital display, social, website, CRM, TVC/VOD (selected markets), and BoConcept’s 300 stores.

Andy Taylor, International Chief Creative Officer, tms (formerly The Marketing Store), said, “BoConcept, with their rich Danish heritage, has reached a milestone of 70 years of transforming spaces through their extraordinary design aesthetic and ever-evolving iconic pieces. The Ekstraordinær Since 1952 campaign celebrates this anniversary and encourages customers to transform their own spaces and places, so they can themselves, Live Ekstraordinær.”