DIY stores in Germany are in a tough competition for visibility and because they usually have a low advertising budget most of the time their messages are quite aggressive and not very attractive.
OBI, Germany’s largest DIY-store chain, recently came up with a different approach on promoting their products. Instead of using blatant billboard designs which makes everything look uglier (although they promote products that are supposed to make homes look more beautiful), the company chose different houses that were in a bad state to be its advertising space.
To show the way OBI products beautify people’s homes, professional teams were sent to renovate the houses’ frontages but only on small areas the size of an advertising billboard. Under each renovated piece of building it was painted a simple slogan in accordance with the campaign’s strategy: Renovate with OBI.
On this smart campaign the home improvement retailer worked with Jung von Matt/Elbe advertising agency. For the agency the biggest challenge was actually the search for appropriate run-down houses to sustain their creative idea. The team struggled to find various types of building to use on them various OBI products which forced them to plan each billboard separately. You can see the result in the video below.
What do you think about OBI’s new form of advertising?
Top incoming search terms:
- Renovated building OBI