Homebase uses interactive 3D outdoor Christmas tree advert to promote re-launch of fifth busiest store

Homebase’s re-launch of its Ruislip branch has gone ahead with the creation of an interactive 3D Christmas tree advert.

Developed by Mindshare UK, the 6 sheet outdoor advert enables people to win its contents – including decorations, lights and crockery through a QR code located on the front panel.

Five LED twinkle light bus supersides have also been rolled out in the area, featuring a digital advert to promote the store.

Michelle Raeburn, local marketing manager for Homebase said that the Ruislip store was the company’s fifth busiest in the country, meaning that they wanted to do “something innovative” to mark its re-launch.

Lucy Stafford, head of regional at Mindshare, added: “This campaign gave us the opportunity to flex our creative muscles in local media, and create a fun and engaging way for the brand to connect with the Ruislip community in the run up to Christmas. The team were tenacious from the outset in bringing this to life”

Mindshare’s previous campaign to highlight the store’s relaunch included ATM screen advertising and traditional media activity, with media planned and bought by Mindshare Regional and Kinetic Zone.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze and producers Harvey Weinstein and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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