KARWEI launches its new strategy: Besides selling the traditional building supplies, the DIY chain wants to keeps its customers up to date and inspired with the latest interior design trends. To get the word out the company like to create interest and build a local buzz at each store. The challenge for Bureau for Reuring  is to introduce a new and broader target group to KARWEI.

Why should you be the one to tell the world how cool your new concept is, when the consumer can do it for you? We came up with a DIY competition and called on local handy women - through social media, outdoor and print - to take part. With online qualifying rounds, a semi-final on the local market square and the grand finale in front of the KARWEI shop, the new store formula could be loaded time and time again.

The DIY competitions not only provided enormous local awareness, the number of store visitors also well beyond expectations after each opening.