Argos go all-out in fancy new advert
Anyone thinking that by binning the aliens, Argos had given up on that old advertising lark.
The company have thrown £10 million on its biggest campaign yet.
Quite good, yes?
Argos have been gradually transforming their in-store and online offering as part of a £300 million investment including the introduction of Fast Track collection, free reservation online, and a click and collect partnership with eBay.
Speaking to The Drum, marketing director Stephen Vowles said: “Now it’s time to time to get people to think about Argos differently and get customers and non-customers to sit up and take notice,”
“Argos is unique and we don’t want to just be a slightly different version of a high street retailer or a slightly different version of a pure play online retailer. We want to assert our own uniqueness and re-establish ourselves as a unique category of one player.”
The new ad shows a load of break-dancers, skateboarders and general active types freaking out to the toe-tappin' 'How You Like Me Now?' by The Heavy.
Vowles explained: “There’s a lot of advertising out there that makes people go ‘Ahhh, isn’t that sweet. That’s not really who Argos is. We’re about excitement, action and that’s what we wanted to capture – a real sense of dynamism, drama, speed and action."
The ad uses the strapline ‘Get Set Go Argos’ to reinforce the message, and will run out to its 730(!) stores.