Title	RENOVATED BILLBOARDS
Brand	OBI & CO. DEUTSCHLAND
Product/Service	DIY STORE
Category	A05. USE OF AMBIENT MEDIA: LARGE SCALE
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY

Name	Company	Position
Dörte Spengler/Ahrens	Jung Von Matt AG	Executive Creative Director
Jan Rexhausen	Jung Von Matt AG	Executive Creative Director
Felix Fenz	Jung Von Matt AG	Copywriter
Felix Fenz	Jung Von Matt AG	Creative Director
Alexander Norvilas	Jung Von Matt AG	Creative Director
Michael Wilde	Jung Von Matt AG	Art Director
Max Pilwat	Jung Von Matt AG	Art Director
Michael Hess	Jung Von Matt AG	Art Director
Manja Tai Von Mutzenbecher	Jung Von Matt AG	Art Buyer
Philipp Wenhold	Jung Von Matt AG	Agency Producer
Carl/Christian Berge	Jung Von Matt AG	Project Manager
Natalie Martens	Jung Von Matt AG	Project Manager
Tanja Tauber	Jung Von Matt AG	Project Manager
Ralf Büring	Jung Von Matt AG	Set Builder

Results and Effectiveness

Of course the campaign created quite some buzz on blogs and social media like facebook, twitter and youtube. But as DIY-customers are more hands on and in the “real world”, our most important results where the positive and encouraging reactions of people on the street and in the OBI stores. We don’t have exact numbers, but the response was so good, that we’re already working on a second flight for 2014.

Creative Execution

Approaching our target group on their way to DIY stores, our Renovated Billboards pushed DIY ads beyond simply advertising paint, brushes, saws or hammers. We advertise more beautiful homes. The medium becomes the ad! Each “Renovated Billboard” shows in a simple but very striking way how the DIY products from OBI can bring out the best of different houses and make them look nicer. We don’t show products or any beautiful pictures – we just show what OBI products can do. And let the results speak for themselves. In other words: The medium is the ad and our message is so honest and simple as it could be. By making our own DIY-billboards instead of using regular spaces – we also proof to our target group again, how much better it can look if you do it yourself.

Insights, Strategy and the Idea

2013 was a tough year for DIY stores in Germany. In the aftermath of nearly 250 stores closing down and faced by an ugly mass of low budget advertising, OBI (the biggest chain of DIY stores in Germany) was looking for something else. As the usual DIY target group is mainly more down-to-earth we were also looking for something real – not the usual advertising promises. We asked ourselves "Why does everybody advertise things that can make our homes look nicer, in a way that makes our cities look uglier?" We decided to make a difference and renovated houses. But only an area the exact size of a regular advertising billboard: “The Renovated Billboards.”