Agency: Abbott Mead Vickers.BBDO | Authors: Kit Fordham |
Homebase – How Homebase turned on the style whilst the DIY market went out of fashion
INTRODUCTION
Why continue to struggle in an £8bn market when you could be growing your share of a £34bn market? This financial savvy was the spur for Homebase to give up being just a solus DIY brand and instead seize the opportunity to re-position itself as a provider of all-round Home Enhancement.
What this paper will show is how Homebase's newly integrated campaign has been key to realising this ambition. That the campaign has successfully...