Argos' e-campaign replicates TV ads in customers' inboxes

Inbox Media has launched an e-mail campaign for Argos using TV-style ads streamed direct to customers' inboxes.

The new format is designed by the digital agency to imitate a TV ad that plays in the inbox when users open it.

The first stage of the initiative, part of Argos' "Get set for summer" campaign, involves a promotion where nine items are offered at a 20 per cent discount. The creative mirrors Ogilvy & Mather's TV campaign.

The e-mail will first be sent to subscribers of the

uk website who have "opted-in

to receive marketing messages. A spokeswoman for Argos said: "This is the first time we have been able to replicate TV ads in e-mail and incorporate dynamic content to cope with the flexible nature of our product offers."

The campaign is designed so that if an e-mail is opened after the initial offer has ended, it automatically promotes the next offer.