We brought the DIY message of the German DIY market leader onto the streets and into highly frequented city locations via the OBI MachBar (Makeable) Roadshow. Craftsmen and interested people could give free rein to their creativity with the help of the Machbar promoters and workshop professionals.
With the aim of increasing attention for OBI, we produced a roadshow that was to activate target groups in central city locations, in particular through an emotional and effective brand presentation.
We were responsible for the smooth production at all seven roadshow locations as well as the preliminary location research. We also took care of the coordination of all parties involved in the production – from the transport service provider to the casting and briefing of the promoters and craftsmen, so that the transfer of knowledge from the expert to the roadshow visitor was easy and entertaining.
Germans love their homes – and they love to recreate them again and again, gladly also with homemade DIY furnishings. The OBI MachBar Roadshow provided inspiration and ideas for this: visitors could try their hand at various creative stations with friends and family and then proudly take home their self-made works of art and design pieces. A team of experts, consisting of hardy craftsmen and well-trained promoters, was on hand to provide tips and tricks.
The practical added value of the DIY Roadshow was rounded off by an all-round successful supporting programme: gamification elements such as the “Beaver Escape Game”, live music performances and refreshing drinks ensured variety and a consistently good mood.
During the entire roadshow period from April to October 2019, more than 10,000 live contacts were reached at seven promotion locations in Germany and Austria and a multitude of attention was generated for the project in social media.
