Posted by: The Market Creative | Date added: Thu 12 Dec 2013
The Market Creative has devised the brand identity and marketing campaign to launch Bohen – a brand new consumer retail concept for buying fitted kitchens, bathrooms and bedrooms backed by one of the UK’s leading builders and plumbers merchants groups, Grafton GB Ltd.
Following extensive research into how consumers shop the category, The Market Creative devised the name, identity and proposition for the new brand, which is aimed at high income women aged over 45.
Six names were tested among the target audience, who selected Bohen due to its European sound, which evokes the brand values of style, quality, efficiency and excellence. The strapline Buy Clever reflects Bohen’s unique positioning; offering consumers high-quality kitchens, bedrooms and bathrooms from those trusted by the trade for great service, know-how and value.
The Bohen graphic uses coloured squares to represent the different rooms within a home, forming a ‘plan-view’ of a cube or 3D living space. The black square is a visual representation of Bohen – placed at the centre of the home.
A multichannel campaign launches Bohen on 27 December, supporting the opening of the first 13 showrooms1 as well as the opportunity to buy online at bohen.co.uk.
The 30-second TV advert, aired initially on ITV Meridian, brings the Bohen graphic to life with a cube animation used to introduce core Bohen product ranges. A 30-second radio campaign, focusing on clever ideas, is also planned for stations across the South and South East. Full-page press ads introduce Bohen in regional and national consumer magazines and newspapers. Online and outdoor advertising as well as a door to door campaign support the launch.
Bohen showrooms will be based in out-of-town locations alongside existing Buildbase and Plumbase trade outlets. The brand is further expressed in-store with a series of POS materials. A 160-page brochure helps introduce consumers to the product range as well as design and installation offering.
Sue Benson, Managing Director at The Market Creative said: “Getting involved in a brand right from the embryonic stage is particularly exciting, but also a mammoth job. The last 12 months have taken us from an extensive journey into customer insight to the strategic development of the brand and finally to the launch campaign itself. We’re delighted to have been involved at each and every stage of this journey. It’s been a fascinating process, but the work doesn’t stop here.”
Consumer Marketing Director at Grafton GB and manager of the Bohen brand, Rebecca Morgan said: “We’re offering consumers a cleverer way to buy kitchens, bedrooms and bathrooms, with a premium offering in a stylish shopping environment, but with all of the know-how and competitive pricing that’s usually reserved for builders and plumbers. The Market Creative has encapsulated what we’re all about, creating a brand that stands-out in the category and runs through every element of the launch campaign.”
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