Instead of classical, expensive media we used something that occurs naturally in cities and did not cost us anything: Gaps. Based on this problem, we presented its own solution – the fastest way to the nearest OBI center.

Façade artists converted gaps respectively cracks in walls into designs that showed the fastest way from the actual location to the nearest OBI center. Gaps became route maps. Thus, OBI was present at every spot in Munich’s cityscape where a trip to the DIY store was urgently required.

We raised awareness for the local OBI stores in Munich. The gap map became a natural component in the cityscape. We made residents first think of OBI as the DIY store which equips them with everything they need for their home improvement projects. Instore visits and website traffic increased during the campaign period.