MBS is the biggest operator of DIY stores in and around Munich and has changed its 18 stores from OBI to hagebaumarkt. What was the challenge? To position the previously unknown hagebaumarkt, which OBI had ousted from public awareness, as a convenient neighbourhood DIY store. As well as the rebranding during October to December 2013, regional measures are to be developed which will get everyone talking positively about hagebaumarkt.
Serviceplan Solutions designed the reopening campaign and accomplished this in two waves of implementation. As well as out-of-home, broadcast, printed and online measures, we were also responsible for media planning and strategy together with Mediaplus. Since then we have been the lead agency developing effective customer loyalty programmes such as loyalty cards and the monthly newsletter, undertaking communications in and around the stores as well as systematic development and production of inserts. Seasonal campaigns ensure the stores remain a talking point.