Argos corporate news
Argos launches viral online campaign
10 October 2007
Argos, one of the UK's largest online retailers, is promoting its largest ever catalogue with an extraordinary viral campaign dominated by a giant sweet jar standing over 2 metres tall. The campaign, which runs until Christmas, will highlight Argos' range of 18,000 products and drive awareness of argos.co.uk during the festive period.
In order to execute the campaign Argos commissioned the construction of a huge jar and filmed a silent comedy that shows it being filled with products from the catalogue. Argos has included a wide-range of products from all categories, from branded goods to downright bizarre products, such as the singing Freddie Mercury figure!
Launched on 10th October, an interactive 3D giant jar and the film showing the filling of the giant jar can both be found at www.giantjar.co.uk . Once on the website, users are encouraged to guess the number of Argos products held within the jar. The person with the closest guess, which will be drawn on 20th December, will win all the items in the jar (or £10,000). One lucky customer will win all their Christmas presents in one go!
Jim Clear, online marketing manager, said: "Argos is leading the way with this type of campaign. We recognise the growing importance of viral and social media as a means to communicate with the diverse online audience. With this in mind, Giant Jar has been created to stand out and reinforce the huge range of products we sell in a fun and innovative manner."
The campaign was created by leading direct and digital agency Meteorite, who picked up the account following a competitive pitch. In an effort to drive word of mouth further, Meteorite has developed a complex seeding strategy based around the viral video of the filling of the Giant Jar, and includes activity on YouTube, My Space, Facebook and Google.
Marcus Hadfield, Meteorite's head of digital, added: "The moment the Giant Jar was created, we just knew it was right and that it would spread amongst the online audience that Argos desired. We're delighted to be working with Argos on this project and that they share our belief that viral marketing can be fun and brave, yet still deliver a brand message and response."
Following the shoot all the products used to fill the giant jar were donated to Leukaemia Research, Argos' charity of the year. The toys will be distributed in Great Ormond Street hospital on Christmas Day to children suffering from Leukaemia.
