Argos corporate news
Don't shop for it. Argos it' as Argos launches its brand new TV advertising campaign
21 October 2005
Argos launches its brand new TV advertising campaign today, Friday 21 October – its first with new advertising agency, Clemmow Hornby Inge.
With the new strapline ‘Don’t shop for it. Argos it’, the TV campaign leads with a creative aimed at reminding consumers that Argos offers them a unique shopping experience – and one which is far better than that of traditional shopping on the high street.
"Customers tell us that they increasingly want to save time and avoid the hassle that high street shopping can often bring, particularly at Christmas,” explained Argos marketing director, Karen Bray.
“The convenience we offer, where customers can choose from the catalogue in the comfort of their own home, order it online, get it delivered or reserve their gifts to pick up in a store of their choice, is unique. Combined with the range of products we offer and the great value that we pride ourselves on, it’s quite clear that no other retailer can offer them what we can. It was vital that we communicated that key message throughout our campaign during a time when customers need an answer to all their shopping prayers.”
Sarah Gold, Managing Director of CHI said: “The creative idea behind the new campaign focuses on the fact that shopping at Argos is a totally liberating alternative to conventional shopping on the high street. By reminding people of this in the advertising, our aim is to capture their hearts as well as their heads and as a result get them to visit Argos more often.”
The new campaign marks a radically different approach to the adverts that Argos has aired over the past three years starring Zac and Pam, aka Richard E Grant and Julia Sawahla.
“The Zac and Pam campaign was hugely successful for us,” added Karen, “but it was time for a change of emphasis. This way we can reinforce all the different ways customers can shop at Argos, be it online, by telephone, by text or in-store. Sales from the internet alone are increasing by 30 per cent a year and our ’check and reserve’ service is up by 25 per cent.”
The first in the Christmas commercials breaks on the evening of Friday, 21 October, with a 30 second ad. It features ‘Malcolm’, a man with so many friends that he needs the Argos Big Book of Christmas to help give him inspiration for Christmas gifts. Luckily for him, the Big Book of Christmas is packed with 1,700 gift ideas, giving him all the answers that he needs…
