Brief
Brief
For OBI, 2020 is an intense year of fighting for a strong position in the top 3 on our DIY market. OBI has long been a very strong brand in Poland in terms of awareness. After several experiments with image campaigns in previous years, the brand decided to choose a strongly product-based communication path embedded in real insights related to home, garden and renovations. OBI relies on German materials in the main reach channels, but creates local actions and micro-campaigns activating the brand under this umbrella. We had the pleasure of conducting all these activities.
Solutions
Over the course of 2020, we created 25 campaigns based on central materials and 5 local micro-concepts – two editions of “Fiesta”, “At home like on vacation” as a response to the pandemic and lockdown, “Biesiaduj z nami” with the participation of Tomek Jakubiak and finally the largest local campaign in years – and certainly the most lifestyle in the history of the brand in Poland – “Udekoruj swoim domu w czarodziejm stylu” with the participation of Kasia Bujakiewicz.
The latter is a micro-campaign with a very strong visual, multi-channel message promoting three decoration styles and a whole range of products adapted to individual styles and holiday occasions. Dozens of carefully selected formats for individual channels (POS, BB, LP campaigns, press ads, display campaigns, video, SM) and visually expressive video and photo executions made it one of the most visible and recognizable holiday campaigns in the 2020/21 season.
