Germany is the proud proprietor of hundreds of hardware stores, DIY retailers, in a single word, a market overwhelmed with competitors, solutions, goods and billboards, time for a adjust and a new approach. To survive in this kind of a jungle, one usually wants to find methods to distinguish itself and amidst the crowd of puzzling advertising, to be authentic yet appropriate. Largest chain in the country, OBI, chose to adjust the principles a bit and come with very clever and practical outside campaigns employing the support of the creative minds at Jung Von Matt. It started with the query, “Why do people market items that are supposed to make our homes appear nicer using adverts that make almost everything appear uglier?”
Therefore, standing clean and clear from messy fonts and layouts, the picked campaign integrated renovated regions of outdated houses and buildings that are shut to OBI shops, with a selected billboard sized region for the restoration, including the “Renovated with OBI” message. Since the billboards are wonderfully minimalistic crafted, it is the spot that brings unicity, hereafter the company had to put a whole lot of effort into identifying the correct ones “The massive challenge was the search for proper run-down homes,” Jung Von Matt/ Elbe’s Max Pilwat explains. “We were searching for various houses, facades and personal weaknesses to present what can be achieved with a huge assortment of OBI goods. Each and every billboard had to be planned separately, as diverse components had been essential for the renovation approach.”
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