Christmas magic at Obi: Brothers not only repair wood, but also their heart!

Christmas magic at Obi: Brothers not only repair wood, but also their heart!

Laimgrubengasse 10, 1060 Wien, Österreich - OBI heralded the pre -Christmas season with a new type of marketing campaign, which will be broadcast in nine European countries from December 1, 2024, including Germany, Italy and Austria. The emotional TV spot shows the touching story of two brothers who repair their tense relationship after the death of their father by working together on a DIY project. This unique campaign, which was produced by Obi in collaboration with the agency to Golden Hirschen and director Vincent René Lortie, aims to combine people, because "some things are not only building with their hands, but above all with the heart," explains Obi marketing director Christian von Hegel. The 80 second spot is spread both on television and online, on platforms such as YouTube, where a longer version of over two minutes is available. The emotional core of the message illustrates the values ​​of Obi, which go far beyond the mere product and emphasize the warmth of the home as an emotional retreat.

from Local Heroes to unique marketing

in parallel to this emotional approach, OBI has introduced another innovative strategy: the regional employees: inside is presented as a “local heroes” and act as advertising stimula. This campaign, which starts on November 22, 2024, aims to focus on local needs. According to Hegel, the relevance of the inpatient markets is increasingly indispensable because customers value local availability. The employees play a central role in that they incorporate their expertise directly into communication and thus make the OBI brand tangible. This new approach uses digital technologies to create highly individualized content that meets local conditions. It is particularly noteworthy that the contributions of the employees: inside the upcoming Christmas campaign are presented on various channels such as social media and digital screens to emphasize the local identity of the brand. The actors, including well -known faces such as Munir Kobil from Tübingen, are exemplary for the connection between Obi and his customers: inside.

Through the combination of emotional stories and local employees: Obi sets new standards in marketing inside and secures a relevant position in the market. These two campaigns impressively show how narrow emotions and local identity in brand communication can be linked in order not only to promote sales, but also to create a deeper connection to the customer: inside. Obi thus stands out from the competition in the hardware store industry and proves that marketing can be more than just numbers and products - it can also mean home.