OBI Poland's Interactive Advent Calendar Campaign with Publitas
Location: Poland
Industry: DIY
Website: https://www.obi.pl/

OBI is a leading German home improvement retail chain specializing in DIY (do-it-yourself) products, construction materials, tools, gardening supplies, and home renovation solutions. It operates across multiple European countries, including Poland, Germany, Austria, Italy, and others.
Founded in 1970, OBI has grown to become one of Europe’s largest hardware and home improvement retailers. The brand emphasizes empowering individuals to take on DIY projects by providing not just the materials but also ideas, inspiration, and guidance for home and garden improvements.

In recent years, OBI has also focused on digital transformation, offering online catalogs and e-commerce platforms to enhance the customer experience and reach broader audiences. Their use of creative digital campaigns, like the advent calendar, highlights their innovative approach to connecting with consumers during key seasons.
For the 2024 Christmas season, OBI Poland decided to inspire creativity and holiday cheer with a unique advent calendar campaign. Their goal was to present customers with 24 exclusive DIY projects, using products from OBI’s Christmas collection.
We wanted to inspire people before the Christmas period. We believe in a DIY approach, which is why we prepared 24 inspirations to help our visitors create more ‘individual’ decorations.
— Roksana Rebiewska, E-Marketing Expert
Why Publitas?
OBI Poland turned to Publitas for this campaign due to an established track record of successful collaborations.
“This is not our first project with Publitas. We create our digital catalogs together, and the collaboration has always been good,” says Rebiewska.
“The advent period is a very special time for shoppers. The possibility of discovering something new every day helps to create a unique festive atmosphere.”
By revealing a new project each day, the campaign created a sense of discovery and anticipation.
Implementation
The calendar featured a variety of decorations, each easily created with products available at OBI stores. Projects ranged from handmade ornaments to festive home decor. The campaign incorporated Christmas-themed decorative elements and prominently featured OBI’s beloved mascot, the OBI beaver. Users could access revealed windows anytime, ensuring a seamless and engaging experience.
We incorporated Christmas decorative elements, and our main hero here was the OBI beaver, very liked by our customers. Users could check all active inspirations even after the window opened.
— Roksana Rebiewska, E-Marketing Expert
The advent calendar was actively promoted across OBI’s website and social media channels to ensure consistent traffic and engagement throughout the campaign.
“The main idea was to create something interactive and add curiosity about the next day’s reveal, giving shoppers a reason to keep coming back to our catalog,” explains Rebiewska.
A mobile-friendly layout ensured accessibility on all devices, though desktop users demonstrated higher engagement, spending nearly two minutes on the calendar compared to under 30 seconds on mobile.
The campaign generated over 8,000 page views across mobile and desktop. Desktop users spent significantly more time exploring the calendar, likely due to the larger layout and richer detail.
“On desktop, users were more involved with the calendar, spending almost 2 minutes on average, compared to less than 30 seconds on mobile,” says Roksana Rebiewska.
By offering unique and practical DIY inspirations, OBI Poland reinforced its position as a trusted source for holiday decor solutions.
Future Iterations
Publitas’ platform made the campaign seamless, offering flexibility and hands-on support to ensure the layout and design aligned with OBI’s vision.
“We were in constant contact to create the best layout. No obstacles here,” enthuses Rebiewska.
The advent calendar exemplified how dynamic, interactive content can captivate audiences and foster loyalty.
“Interactive content engages users more. The advent calendar concept created curiosity, making people return to the page more often.”
OBI Poland plans to expand on this concept, potentially adding more multimedia elements or gamified features to elevate the user experience.
For brands considering similar seasonal campaigns, OBI Poland recommends prioritizing creativity, interactivity, and consistent promotion to maximize engagement and impact.
Conclusion
This case study once again demonstrates how companies can use Publitas’ platform to craft an engaging and innovative experience for their customers, while effectively promoting their products.
If you think your company can benefit from similar customer solutions please contact our Enterprise Team.