Homebase TV campaign will aim to Transform the Nation

Homebase is launching a campaign based on its “Transform the nation” proposition which aims to show that the DIY chain can help make home improvements possible anywhere.

A 60-second TV spot, created by Leo Burnett, breaks on 7 March and shows the transformation from an average train station to a colourful home and garden space with sofas, soft furnishings and a garden scene with sun loungers and a barbeque.

It’s the first time Homebase has run a 60-second spot and brand controller Sally Brock says it shows the “confidence in the brand” as Homebase has weathered the recession very well and taken the decision to invest in the brand and its stores.

As part of the campaign Homebase has already transformed Carlisle train station with its range of home and garden furnishings.

Brock says that the Carlisle station project aimed to showcase Homebase’s range of products and inspire home improvement ideas and allow customers to interact with the brand.

She adds: “It’s not just about showpiece ads anymore” and pointed out that the Carlisle transformation kicked off a wider campaign to launch a nationwide competition for the public to nominate and vote for a public location to win a £10,000 Homebase makeover.

Homebase will use the transformation campaign to position itself as an easily accessible, stylish chain for home transformations.

Supporting digital and print activity is running across the Daily Mail and IDS media network, including channels such as Dave and Living to promote the competition.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here