Homebase – Make your house a home
Homebase’s clever new TV advert highlights the idea that homes are special and personal places, which should be bursting with personality. The advert portrays a family who have bland decorating style in their home and they peel back the wallpaper and flooring, and switch furniture to find a whole range of patterns and products designed to suit them. Homebase have scrapped their iconic shipping container adverts, used for 2 years, in favour of the new easy DIY adverts. The new home adverts are accompanied with garden adverts in the same style, with bright flowers popping up as the family pull out the weeds.
The aim of the advert was to create inspiration for consumers who wanted to take on a home improvements, big or small, to make their house a home. The new campaign features the slogan ‘Make your house a home’, which differs from the old slogan of ‘Make a house a home’. This promotes the idea that a house has to be decorated to make it truly ‘yours’. Slogans should create brand differentiation, brand recognition and recall. Mathur & Mathur (1995) found that changing a brands advertising slogan, will on average, increase the brands sales and annual profit.
The advert focused heavily on personalisation, as a home should be a reflection of a family’s personalities. The ever-changing styles and patterns featured in the video highlighted that consumers want to make a house personal and exactly how they want it. Homebase have created a place to be enjoyed with family and friends. Troung, McColl & Kitchen (2010) found that adverts promoting personalisation and individual needs, are perceived to provide a value added service. They found this results in the advert being perceived as more interesting and therefore becoming more effective.
The music featured on the advert was a debut single by Professor Bobo and Bosko Slim. The aim was the music would be exclusively associated with Homebase brand and the song was not released on iTunes until the advert had been aired. This could benefit sales of Homebase products and the music record.
Homebase used the social media to its full advantage, as Homebase Facebook fans were able to see an exclusive preview of the advert, creating consumer exclusivity. 5 days after it was aired, the advert had 166,000 views on YouTube and the Homebase website featured a selection of their ‘favourite products’ from the advert. The website also appealed to Twitter users with #madeitmine, showing a wide variety of media channels were used to promote the advert.
Overall, Homebase have created a fun, inspiring video appealing to a wide target market. The only downside is that the Homebase logo is not shown until the very end of the advert, suggesting that the brand is relying purely on the adverts story, slogan and music to be remembered. The advert has made home decorating look very easy and fuss free, something which will attract many families.
Mathur, L. K., & Mathur, I. (1995). The effect of advertising slogan changes on the market values of firms. Journal of Advertising Research.
Truong, Y., McColl, R., & Kitchen, P. (2010). Practitioners’ perceptions of advertising strategies for digital media. International Journal of Advertising,29(5), 709-725.