Innovative Campaign drives Argos sales
Watch our video case study
Background:
Argos was already a household name and the UK’s leading home and general merchandising retailer brand.
Argos rebranded in 2010 which raised awareness. With increasing focus of brand activity on the online credentials, Argos were interested in an opportunity to promote and celebrate the catalogue launch amongst core customers who are avid ITV viewers.
ITV, Mindshare and Argos worked very closely from the start to get this project off the ground.
Campaign Aims:
- Give Argos a national presence for their 76th catalogue launch.
- Cut through the might of spend from other growing home retailer brands in their category.
- Associate the catalogue with our programming using a two phased partnership, with Mindshare's assistance, to create content.
- Target everyday families - mass market.
Our Idea:
- ‘Coronation Street’, ‘Emmerdale’, ‘Daytime’, ‘Penn & Teller’ and ‘Movies’ were the 5 shows we identified to best reach Argos' target audience.
- Integrate each show with ground breaking themed 20 second ads.
- Reflect the show's tone and feel in the ads.
- Drive customers to a bespoke micro site, itv.com/argos, with targeted promotional vouchers.
- Link the Argos catalogue directly to content in Emmerdale with an innovative competition. The first advertisement in the programme’s break asked viewers on which page Alan Turner's birthday gift appeared within the new catalogue.
- Drive awareness of the competition partnership with an Emmerdale licensing deal in store poster.
The Results:
- Brand affinity grew amongst those who saw the campaign on TV & online.
- Catalogues picked up over the launch weekend was up year on year.
- Very positive response to the supplementary activity.
- Strong fit with Argos and good brand impression from the ITV themed creatives.
- Take-up was encouraged by both the ITV themed creatives and the competition played.
- Awareness of the ITV themed ads achieved good cut-through despite co-branded spots only running for 2 days and at a low overall weight (111 TVRs).
- 1/3 of respondents were aware of the activity.
- 40% recall amongst respondents.
- 30% of Emmerdale viewers were aware of the competition.