Obi launches the "most local campaign in the DIY sector"

Germany's most local campaign will be launched in November 2024 - at least if Obi has its way and in the DIY sector. In future, employees in the regions will become a key part of Obi's communication as corporate testimonials. And not just as a one-off in national brand communication on TV, but also in ongoing product communication and in social media. The aim is to address local needs and customs and make the brand more approachable for customers.

Obi, the creative lead agency Zum goldenen Hirschen and Factor Eleven, an agency specializing in digital and local offer communication, have been working for six months on a solution that will be used for the first time in November 2024 as part of the Christmas campaign. This is made possible by a one-stop platform for digital offer communication that makes it possible to play out advertising hyper-regionally and respond to different customer needs, holidays, weather, etc. on a market-specific basis. In future, for example, digital offer flyers will be enhanced with video content from local employees.

The goal: customers from Tübingen, for example, not only see offers that are specifically relevant to them in the communication, but also real employees from their market. With the help of AI, it is possible to display not just a few locally adapted advertising materials, but hundreds of precisely tailored assets.

The campaign is not a one-off advertising stunt, but "the starting signal for a further, sustainable building block in Obi's communication," says Head of Marketing Christian von Hegel.