Agency: CHI & Partners
Argos has launched a new campaign dramatising the benefits of “Argosing it”, the modern shopping solution for busy people. The campaign introduces the ‘Argos effect’, and asks, “what if you could apply the speed, ease and multi-channel convenience of Argosing it to any situation?”
The campaign launched with a 30” TV spot – ‘Detector’ – which dramatises the benefits of ‘faster to find’ shopping with the Argos online stock checker. This is supported by 10” cut-downs which support this with other ‘fastest to find messaging’ including an ad for the soon-to-be-launched Argos iPhone app and their stock-alert text service.
‘Detector’ shows a man with a metal detector, scouring a deserted expanse of beach in blind hope that his detector will bleep and find his buried treasure for him without having to cover the entire beach.
After observing that things aren’t always easy to find, the ad poses the question, “what if you could Argos it?” Huge illuminated signs burst up through the ground to point our hopeful treasure-seeker to a variety of valuable items of treasure. Much like the online stock checking service from Argos.
Siobhan Fitzpatrick, Argos Head of Brand Marketing , said: “In everything we do, we want to confidently dramatise the unique benefits of “Argosing it”. We want all our customers to know that Argos has a number of different ways of making shopping work for them, through combining the benefits of the catalogue, the internet, mobile shopping, in-store pickup and home delivery. This ad is the first of a series that shows people how Argosing it can save them time and effort in getting what they want, when they want it.”
Accompanying the TV ads there will be through the line activity including radio, press, and online all bringing to life the benefits of Argosing it in an amusing, informative and engaging manner.