Argos kicks off its biggest marketing campaign to mark 'digital transformation'

Argos is set to launch a multimillion-pound marketing campaign tomorrow, in a move which it claims will be a "major shift" from its earlier advertising strategy and will champion changes to its customer proposition.

Argos: BMX bikers feature in retailer's latest multiplatform campaign
Argos: BMX bikers feature in retailer's latest multiplatform campaign

Argos will begin the campaign tomorrow with the launch of a 60-second "action-packed" TV ad created by CHI&Partners.

The spot, called "brilliant", is part of the wider ‘'Get Set To Go Argos’ campaign, which aims to "bring to life the retailer’s unique offering" and drive its bid to "become a digital retail leader".

Argos said the campaign would be a "complete departure" from previous brand activity, and will "unleash a completely new Argos" with the aim of getting consumers to "think and feel differently" about the retailer.

The ad will feature break-dancers, skateboarders, BMXers, confetti and a "palpable sense of energy" that will "shine a new spotlight" on the retailer. It will feature brands that customers "might not expect" to be sold at Argos, such as Beats, Habitat and Dyson.

Marketing director Stephen Vowles said: "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 campaign will punch home, boldly and dramatically, messages about our great products and services. It will reinforce our business transformation programme already underway, and tell the nation about the fantastic new Argos we are creating."

Over the coming weeks, a series of ads, including a Christmas-themed spot, will also be released. The campaign will be supported by outdoor, digital, cinema, social, PR, press and radio.

The ad will break tomorrow during ITV’s 'Long Lost Family', Channel 4’s 'Obsessive Compulsive Cleaners' and Channel 5’s 'Crimes That Shook Britain'. 

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