Title	COLOURBLOGGING
Brand	OBI
Product/Service	COLOUR MIXING SERVICE
Category	A02. USE OF EXHIBITIONS AND INSTALLATIONS
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY
Production Company	ELEMENT E FILMPRODUKTION Hamburg, GERMANY

Name	Company	Position
Hans Albers	Jung Von Matt	Executive Creative Director
Fabian Roser	Jung Von Matt	Executive Creative Director
Timm Hanebeck	Jung Von Matt	Deputy Executive Creative Director
Anna Meissner	Jung Von Matt	Creative Director/Copy
Nicole Holzenkamp	Jung Von Matt	Creative Director/Art Digital
Michael Seifert	Jung Von Matt	Creative Director/Art Digital
Robert Andersen	Jung Von Matt	Creative Director/Ux Design
Thomas Putnings	Jung Von Matt	Senior Art Director
Holger Kohl	Jung Von Matt	Senior Copywriter
Julia Schau	Jung Von Matt	Art Director/Digital
Jochen Friedrich	Jung Von Matt	Client Service Director
Holger Nauen	Jung Von Matt	Technical Account Director
Andreas Kiesel	Jung Von Matt	Senior Project Manager/Digital
Henning Krause	Jung Von Matt	Senior Project Manager/Digital
Björn Scholl	Jung Von Matt	Senior Ria Developer
Robert Menzel	Jung Von Matt	Senior Ria Developer
Orlando Hohmeier	Jung Von Matt	Senior Ria Developer
Lennart Kruse	Jung Von Matt	Application Developer

The Brief

In springtime, people like to stand out with colourful outfits and tell the world about it on their blogs. But how can we take this craving for colour to the next level? How can we reach beyond their friends – all the way to their colourless homes? In short: How can we lead them all to Germany's biggest DIY store OBI? Where they can get any paint colour they want, exclusively mixed according to their wants.

Describe how the promotion developed from concept to implementation

We invented a digital billboard for the colour mixing service of OBI. It showed people in a surprising and unseen way that picking and mixing colours is as easy as getting dressed – using face recognition, a stereo cam, a special processor and an extra coded algorithm that assessed thousands of colours. The billboards rastered people passing by and matched their colours with funny colour names exclusively created for this. The colours were shown in systems and came with QR codes that led people to the nearest OBI store for getting their personal colours mixed.

Describe the success of the promotion with both client and consumer including some quantifiable results

In just one day, OBI had mixed their whole colour palette – from make-nice-nicer-yellow to no-hard-feelings-gentian-blue. Customers used their mobile phones to get their personal colour card. OBI's social media channels were also getting more colourful – thanks to the hashtag #colourblogging and those who scanned, reposted, repinned and followed us. But most importantly: People had fun interacting, exploring and challenging OBI's Colour Picker billboards.

Explain why the method of promotion was most relevant to the product or service

Spring means more colourful clothes. And where do you express this the most: outdoors. The digital billboard was therefore the perfect touch point to tell people that with OBI picking colours for your walls is as easy as picking daisies in spring.