GERMANY: OBI Launch New Ad Campaign In Germany

Date Posted: 14 March 2008

By using new brand related lyrics in the famous melody of the Queen song "We Will Rock You" the aim of the new TV ad campaign of Do-It-Yourself brand OBI is to position the brand as competent and client focussed. The launch of the new TV campaign was Febuary 24th and it is accompanied by radio spots, point of sale activities, a print campaign and posters.

BrandIndex Germany has shown how fast and how strong the direct impact of the new ad campaign can be measured. Only a few days after the campaign has started 'Buzz' and Index score values for OBI are going up. BrandIndex also detected that especially in the dimension "value for money" the OBI brand is performing very well. This shows that campaign objectives can be reached. By analysing OBI's performance in its specific DIY branch it was interesting to see that the new campaign has helped OBI to pass its competitors. Before that campaign the BrandIndex Score for OBI was lower than for its competitors Praktiker and Bauhaus. Less than one week after the launch OBI is already leading the BrandIndex ranking against its competitors. The question is: will the positive brand effect for OBI be long-lasting? BrandIndex will have the answer ...

Boris Hedde, Senior Project Manager

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