Today, Argos launched a new through-the-line campaign; a major shift in the brand’s advertising strategy which reflects changes to its customer proposition.
A complete departure from previous brand activity, the exciting new multi-million-pound campaign ‘GET SET GO ARGOS’ brings to life the retailer’s unique offer and its on-going drive to become a digital retail leader for everyone. It will be a catalyst for customers, existing and new, to think and feel differently about Argos, as the largest multi-channel retailer in the UK continues to transform to become a digital leader¹.
Created by CHI&Partners and with media planning and buying from Mindshare, the campaign will break with an action-packed 60-second spot during prime-time viewing across all three main commercial channels, unleashing a completely new Argos to surprise and delight audiences. Break-dancers, skateboarders, BMX-ers, confetti and a palpable sense of energy shine a new spotlight on the retailer.
The advertisement kicks into life with the exhilarating track ‘How You Like Me Now?’ by The Heavy, amplifying the action which ensues. A white backdrop or ‘third space’ is brought alive by bursts of colour, energy and dynamism. Argos products are placed front and centre, highlighting the brands customers might not expect to find there, such as Beats, Dyson, Dualit and Habitat.
Setting the scene for what shoppers can expect from Argos, further adverts over the coming weeks will include a dedicated Christmas themed advert. They will reflect the new initiatives customers are set to experience both in-store and online - such as Fast Track collection and free reservation online - and the great brands and promotional offers they can find which reinforce Argos’ appeal to everyone.
Stephen Vowles, Argos Marketing Director, said: “When we said we would transform Argos two years ago – we meant it. This will be the biggest signal so far of how we are changing for our customers and of our digital leadership strategy. We want all customers, new and existing, to realise how much Argos is changing and start to think and feel differently about us.”
The new advertisement will launch on the evening of Tuesday 14 October during ITV1’s Long Lost Family, Channel 4’s Obsessive Compulsive Cleaners and Channel 5’s Crimes That Shook Britain. Additional high-profile spots include ITV1’s Downton Abbey and X Factor and Channel 4’s Homeland.
The TV campaign is part of Argos’ biggest-ever multi-channel creative execution spanning out-of-home, digital, social, radio, press, PR, in-store and re-branded lorries. For the first time ever, Argos will be launching brand cinema adverts and premium placements in large format out-of-home posters to reach wider customer groups. The new brand identity will extend inside Argos stores, with updated point-of-sale, new uniforms and redesigned carrier bags. Argos’ websites and apps will also be updated with the new look.
Stephen Vowles continued: “The new campaign will punch home, boldly and dramatically, messages about our great products and services. It is vibrant, energetic, dynamic and makes your heart beat faster. We believe it symbolises the 2014 Argos experience at its best. It will reinforce our business transformation program already underway, and tell the nation about the fantastic new Argos we are creating.”
Jonathan Burley, Executive Creative Director at CHI&Partners, said: “It’s not often you get the opportunity to work with an iconic brand as it embarks on a journey to totally re-invent both itself and the sector. Argos has created a unique retail experience unlike anything else out there, and we’re proud to have been tasked to develop an appropriately bold and surprising new campaign for the relaunch. The ‘GET SET GO ARGOS’ campaign perfectly captures the modernity and energy of the brand – poppy, imaginative, vividly colourful and sit-up-on-your-sofa exciting to watch.”
Over the following weeks, Argos’ social media agency The Social Practice will roll out exclusive content from the campaign across Facebook, YouTube and Twitter. This will include a ‘Making Of’ video, behind-the-scenes photography, GoPro shots of the ad’s skateboarders and BMX-ers, and a series of Vines.
Argos’ one million social media fans will have a sneak preview of the TV advertisement on the Argos Facebook page a few hours before the first TV spot.
Information sourced by Argos.