Homebase: How Homebase turned on the style - IPA Effectiveness Awards Case Study 2006

Brief Description: The aim of the Homebase 'Make a house a home' campaign, was for Homebase to give up being just a solus DIY brand and instead to re-position itself as a provider of all-round home enhancement. Homebase's performance versus the DIY market saw its fortunes turn around from -8.1% to +5.1% following the launch of the newly integrated campaign by January 2006. As a result, the 'Make a house a home' idea has driven 66% more people to consider shopping at Homebase than before the campaign, has generated £145m in additional sales at an ROI of £7.90 for every £1, and created £43.5m in extra profit ;---(TAGS)--- Full Title: How Homebase turned on the style whilst the DIY market went out of fashion ; Number: 2006/15 ; Brand Name: Homebase ; Client: Homebase ; IPA_ProductCoding: Retail (DIY retailing) ; Agency: AMV.BBDO ; Author: Kit Fordham ;