Homebase: Wonderfulisation

Principal author: Julia Chalfen, Leo Burnett
Contributing authors: Steve Watkins and Gary Simmons, Leo Burnett

THE TRANSFORMATION OF HOMEBASE: THE TRIUMPH OF IDEAS IN A PRICE-LED MARKET

SUMMARY

This is a tale of transformation. It is the story of how a household name that had fallen from favour reconnected powerfully with its audience.

It is the story of how Homebase stopped fighting a losing battle on the single front of price, and, together with Leo Burnett, set about rebuilding a brand that would capture the imagination of its audience.

This paper proves that we achieved unprecedented successes despite adverse market conditions and an increasingly hostile competitive environment.

It proves that Homebase didn't spend their way out of trouble with pricing strategies, adspend or new stores.

It demonstrates that they achieved radical perception change and £440 million 1 of additional sales through the power of strong, salient, creative brand advertising.

BACKGROUND