The Market Creative unveils campaign to launch new kitchen, bedroom and bathroom brand Bohen
Posted by: The Market Creative
Date added: Thu 12 Dec 2013
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.”
Other articles by The Market Creative:
The Market Creative unveils the new brand strategy for Sharps with a £1.4m campaign, marking a fresh direction for the company as it looks to take advantage of shoppers’ desire to be part of their bedroom transformation.
Wed 17 Sep 2014
The Market Creative has launched a brand campaign for Hunter Douglas’ Duette© window blinds to leverage its position as the inventor of honeycomb cell technology - which traps air inside for greater energy efficiency in the home.
Thu 31 Jul 2014
The Market Creative is launching the first marketing campaign for Plumbworld as it seeks to break category norms and engage consumers with its no-nonsense proposition.
Wed 02 Apr 2014
The Market Creative has rejuvenated the packaging for Simoniz, a range of leading car valeting products owned by Holt Lloyd International.
Tue 18 Mar 2014
The Market Creative has appointed four new staff to work across the business, including a Head of Strategy and the company’s first apprentice.
Mon 04 Nov 2013
By: Karli Eccleston
By: Gemma Robinson
By: Barry J Macey
By: Alexander Hug