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.


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