To boost visibility among a young, urban audience, we brought OBI’s leading DIY brand directly into city centers with a high-impact roadshow. Featuring emotional brand staging, creative workshop areas, and strong on-site promotion, the tour invited the public to get involved and experience DIY in action.
From scouting central locations to managing logistics and production, we oversaw the entire operation. We also selected and briefed the craftsmen and promoters who made expert tips and tricks accessible and engaging for hobby DIYers.
The OBI MachBar Roadshow created a space for creativity and hands-on experiences: Visitors could craft their own design pieces with support from professionals – and take them home.
Gamification elements like the “Beaver Escape Game,” live music, readings, and refreshing drinks added emotional depth and multiple touchpoints to the brand experience. Across seven locations in Germany and Austria, the roadshow generated over 10,000 live contacts – and even greater reach through social media buzz.
