The do-it-yourself community is growing and DIY continues to be a trend. The home improvement chain OBI is also aware of this. In a networked DIY campaign, the company promised: “With us you can build fun, ideas, relationships, discussions and pride! DIY is doable for everyone.” To ensure that this was not merely an empty promise, the chain developed the concept of “OBI MACHBAR on tour”, a pun on the words “doable” and “bar”, together with the agency framework. It consisted of a roadshow through Germany and Austria designed to appeal to young DIYers and families and to encourage them to engage in home improvement.
The roadshow enticed visitors at festivals and in public spaces with DIY creative stations, workshops, a bar and an accompanying music programme in the evening. The DIY offer included lamps with a Scandi look, individual memo boards and self-made wooden boats that were set to race right on site. A further highlight was the “Biber Escape Game – powered by Bosch”, perhaps the first escape game where you only find the safe with the help of tools and the right practical skills. In the spirit of DIY, many elements of the mobile creative workshop were also self-made and were designed to create a charming ensemble of circus, camping and street food market. Old snack and construction wagons, as well as campers, mopeds and trailers, served as a basis and were converted simply but effectively, featuring the brand look. The roadshow was communicated in social media, local OBI markets and local media – as well as by the DIY enthusiasts who celebrated their finished product not only on site but also on Facebook and Instagram.