Concept Summary

OBI Machbar Roadshow DIY? „Do-it-Yeah!“ The DIY-Business is booming. OBI closes the gap between inspiration from Pinterest and selfmade furniture – addressing young do-it-yourselfer and families. With OBI you are constructing fun, passion, ideas, relationships, conversations and pride. The promise: DIY is doable for everyone! Not only tell the customers in an area of full racks and long aisles what is possible – tell them directly. There, where you associate DIY with fun and easiness. Festivals and street festivals in urban centres. Next to a social media campaign, your own website, DIY pop-up-stores and trade shows OBI counts on a roadshow through 8 cities in Germany and Austria. A mobile creative workstation and a partylocation all in one – consisting of a colourful, inspiring mixture of workshops, a playground and party. To show how easy DIY is and how much fun you can have whilst doing it. A likeable brand identity of construction wagons, delivery vans and transporters that make flexible variations of floor plans possible, just like a travelling circus. In the middle of the circle of wagons one could work on workbenches that were designed only for the roadshow. Lamps, shelves, candlesticks. Everything that one can buy at an OBI store. OBI experts showed how to construct the items. And other than that one could relax at the bar or look for inner balance on the big spirit level seesaw. Handmade pop music by local bands and DJs were the perfect end of a succesful DIY-workshop. „With OBI DIY is doable for everyone“ – this slogan has been translated playfully as well as convincingly. What does DIY mean again? „Do-it-Yeah!“