International acknowledgement - and a marked increase in sales

Praise from the Washington Post for the Brandhouse® campaign for Engelbrechts Furniture ads: "Anyone searching for a successful way to mix seduction and design with elegance need only turn to the ad series by Danish furniture dealer Engelbrechts Furniture".

This is what critic Linda Hales wrote in the Washington Post about Engelbrechts' marketing. A small acknowledgement that shows you can use the human form to create an image of brand values and product benefits without compromising on aesthetics or ethics.

The campaign "New body part available" for Engelbrechts Furniture was launched in March 2002. By the end of the year, turnover for the product line had increased by 61% compared to the previous year. At the same time, the campaign resulted in a significant increase in referrals from other exclusive furniture stores that wanted to represent the line. Also, new export market opportunities arose, and the number of architects specifying Chairik chairs in their contracts increased dramatically.

The media strategy focused on high-frequency placements in a few select interior decoration and lifestyle magazines to increase visibility, awareness and unaided recall. In Denmark, new print ads were placed in Bo Bedre ("Better Living", an interior decoration magazine). Internationally, ads ran in publications such as Wallpaper, resulting in increased traffic in stores and orders from engelbrechts.com in the periods following publication.