ITV and Argos Partner for Bespoke Ad Campaign

11th August 2011

ITV and Argos today unveiled a new partnership which kicks off with the launch of ground breaking themed adverts, produced by ITV Creative, to launch the 76th Argos catalogue.

The campaign, which will air on ITV1 from Friday 29th July, features 5 twenty-second ads each reflecting the tone and feel of the programmes during which they will be shown.  The five creative executions are reflective of some of ITV’s programme genres and brands including ‘Coronation Street’, ‘Emmerdale’, ‘Daytime’ and ‘Movies’ . The partnership also includes the creation of a bespoke microsite hosted at itv.com/argos which customers can visit in order to obtain promotional vouchers for  discounts on five Argos product ranges within the campaign.

In addition, Mindshare and ITV have created a competition that aims to encourage consumers to pick up the New Argos Catalogue.  The competition will air during Emmerdale on Friday 5th August, during an episode where Emmerdale’s Alan Turner is given a gift for his birthday. The first advertisement in the programme’s break will then ask viewers on which page the gift appears within the new catalogue in order to get the chance to win a prize of £10,000 worth of Argos vouchers. 

Siobhan Fitzpatrick, Head of Brand Marketing at Argos said “This is a first for ITV so it’s very exciting for us to be involved in such a deal and showcase in a new way our breadth of product ranges across toys, sports, TVs, jewellery and kitchen products.  We hope that the viewers of ITV will enjoy the humour of the creatives and be inspired to get to their nearest store to pick up the new catalogue or look at the new range on-line.”
 
Mark Trinder, Sales Director, ITV said, “Argos and ITV have worked closely together for many years, but this initiative takes that partnership to a new level. The campaign is a great example of our approach to working in collaboration with all our clients to maximise innovation in order to achieve their marketing aims.”  

The wider partnership between ITV and Argos was brokered by Mindshare. Scott Taylor, TV buyer, Mindshare said “This has been a fantastic project to be working with ITV on behalf of Argos. In an age where cut through is becoming more and more difficult we have created a media first campaign this is both exciting and innovative”.

Enquiries:

Caroline Cook    
Head of Press, Corporate, Online & Commercial
020 7157 3709
caroline.cook@itv.com