Background
OBI's storyline was “Everything is possible with OBI”. They wanted to be the first hardware store people think of for home improvements and DIY projects, and to help their customers fulfil their dreams in any way possible.
The two pillars were: strong digital presence and their in-store consultants.
Online with inspirations on Instagram and detailed HowTo-videos on YouTube.
In-store consultants were known for their expertise in their respective fields and always present when a customer needed support.
Problem
The YouTube channel wasn't performing as hoped with the How-Tos, inspirational content and all the tips & tricks for followers to begin their next project. The numbers were stagnating even though YouTube was meant to become the main channel.
Solution
One of the best performing videos with over 200k views was a challenge video, in which a carpenter and in-store consultant was tasked with building a pull-out sofa for the garden. It was entertaining while providing tips & tricks for the followers at the same time to rebuild the project for themselves at home.
Despite its success, there were no other videos like it.
Therefore, let’s develop an all-new format which includes these elements:
- Entertainment.
- Inspiration for projects.
- General tips & tricks on planning and building one's own projects at home.
- An in-store consultant demonstrating their expertise.
- A non-professional builder serving as a connection point for the average follower.
The Concept
There are many possibilities to build something. Even something as simple as a paper plane. So many ways to fold it. And the same is true for DIY projects.
When the challenge is to build a birdhouse, one might build one that can be nailed to a wall or tree. Or perhaps a free-standing one, while the other opts for a suspended residence for our feathered friends.
So let’s bring in two builders who compete with each other in building a DIY project in their own unique style within a certain budget and amount of time.
Entertainment: check.
Inspiration for projects: check.
How about making one of the competitors a professional!
Professional vs. non-professional!
And the professional can even give trade-secretive tips & tricks unknown to the viewer, who then can use them for any of their own projects.
Entertainment: double check.
Tips & tricks: check.
So, how to integrate the consultant then? The entire setup sounds very unfair. A professional builder against a non-professional, I mean, come on… Since the consultant’s goal is to advise and support customers, who probably aren’t professionals either, why not let them do what they can do best in this situation, too? The consultant will be guiding our non-professional contestant through an earpiece while watching the whole scene unfolding on a television.
Consultant: check.
Tips & tricks: double check.
During the construction time our artisans can talk with and friendly tease each other. At the end, after comparing their finished masterpieces, the viewer can decide which style they want to recreate at home. Or maybe use them as a base for their own build. Moving the set to an actual store, which is then used as a material and tool depot, add a host and OBI’s mascot, the Beaver, as their helper and you have a show.
The idea was to produce an entire series of 10 episodes with changing professionals and consultants, while the non-professional contestant and the host would stay the same. Each episode would be filmed as a live-on-tape production, and then edited down to 20-30 minutes in post.
As professionals I considered various trade-influencers, like Jonas Winkler, a carpenter with his own Instagram channel and Germany’s most successful DIY-influencer.
With each episode, a ton of additional material would be filmed for social media, manuals and materials lists would also be made available in various ways, including OBI’s own online magazine, co-operations with other OBI-owned channels, and live events in stores focusing on mini DIY projects.
The concept was presented to and approved for further development by the digital marketing team at OBI, but unfortunately due to budget cuts later shelved and never produced.