Through spot ads and promotional activity on the Home channel, viewers will be encouraged to go to a hub on Home's website, , to nominate a site in their local community that is in need of a transformation.
The campaign, booked through sales house IDS, will launch on Sunday (7 March), with Homebase's first 60-second spot, made by Leo Burnett London, which shows how Homebase transformed Carlisle train station.
After a three-week nominations phase, a shortlist of 10 entries will be whittled down by a panel of judges. The voting will begin on 18 April and run until 16 May.
The partnership, booked by WPP media agency Mindshare, includes sponsorship of the Home channel over the Easter, early May and Spring Bank holidays, and competition spots and airtime throughout the activity.
As well as hosting the competition, the Homebase hub will also give users tips on how to carry out their own transformations. Activity across Uktv.co.uk and Virginmedia.com will drive traffic to the hub, and Homebase will sponsor a series of digital newsletters sent by Home to registered subscribers.
In addition to the on-air and online activity, Mindshare has leveraged awareness of the project through a series of articles in The Mail On Sunday's 'You' magazine and Homebase will promote the project in-store.
Andy Moore, partnerships manager at IDS said the "ground-breaking" project demonstrated how IDS was able to connect an advertiser to "motivated consumers across multiple platforms and at multiple touchpoints".
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