The Obi Renovated Billboards Make Buildings More Beautiful
Laura McQuarrie — March 29, 2014 — Marketing
References: creativecriminals & adverblog
The OBI Renovated Billboards campaign by Jung von Matt and Neue Elbe truly makes products sell themselves.
Part of the challenge was to come up with a new advertising tactic, because many other DIY store ads are just "aggressive, blatant and ugly." As well, the agencies involved made a very valid point: why advertise products that are supposed to make homes look nicer using billboards that make everything uglier?
Instead of loudly showing off a particular brand of paint or set of tools, these products were literally taken off of DIY store OBI's shelves and put to work to beautify buildings throughout the city. The ads are colorful, bright and most of all, definitely an improvement. Since nearly 250 DIY stores closed in Germany last year, with ad campaigns like this, it's no wonder OBI is still standing strong.
Part of the challenge was to come up with a new advertising tactic, because many other DIY store ads are just "aggressive, blatant and ugly." As well, the agencies involved made a very valid point: why advertise products that are supposed to make homes look nicer using billboards that make everything uglier?
Instead of loudly showing off a particular brand of paint or set of tools, these products were literally taken off of DIY store OBI's shelves and put to work to beautify buildings throughout the city. The ads are colorful, bright and most of all, definitely an improvement. Since nearly 250 DIY stores closed in Germany last year, with ad campaigns like this, it's no wonder OBI is still standing strong.
Trend Themes
1. Renovated Billboards - Using billboards as a medium for renovating and beautifying buildings, offering opportunities for transforming traditional advertising spaces.
2. Product-driven Advertising - Utilizing the products themselves as the main focus of advertising, creating visually appealing and engaging campaigns.
3. Aesthetic Improvement - Focusing on enhancing the visual appeal of advertisements and the surrounding environment through creative and eye-catching designs.
Industry Implications
1. Outdoor Advertising - The outdoor advertising industry can explore innovative ways to use billboards as a means of transforming urban landscapes and creating visually appealing ad spaces.
2. Home Improvement - The home improvement industry can leverage product-driven advertising to showcase their offerings by using them to improve the aesthetic appeal of buildings and environments.
3. Retail - Retail companies can adopt aesthetic improvement strategies to enhance customer engagement and create visually attractive shopping experiences.
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