Get Set Go Campaign Marks Argos’ Transformation

An action-packed multimedia campaign for Argos has launched, marking a major shift in the brand’s advertising and online strategy.

A complete departure from previous brand activity, the new multi-million-pound campaign Get Set Go Argos will be a catalyst for consumers to think and feel differently about Argos as it transforms to become a digital leader. 

Created by CHI&Partners and with media planning and buying from Mindshare, the campaign breaks with a colourful 60-second spot, Brilliant, (above) unleashing a completely new Argos to surprise audiences. Break-dancers, skateboarders, BMX-ers, confetti and a palpable sense of energy shine a new spotlight on the retailer.

Setting the scene for what shoppers can expect from Argos, further adverts over the coming weeks will include a Christmas themed spot and reflect the new initiatives customers are set to experience both in-store and online – such as Fast Track collection and free reservation.

Stephen Vowles, Argos’ marketing director, said: “This will be the biggest signal so far of how we are changing for our customers and of our digital leadership strategy. We want all customers, new and existing, to realise how much Argos is changing and start to think and feel differently about us.

“The new campaign will punch home, boldly and dramatically, messages about our great products and services.  It is vibrant, energetic and dynamic, and makes your heart beat faster.”

Jonathan Burley, executive creative director at CHI&Partners, adds: "It’s not often you get the opportunity to work with an iconic brand as it embarks on a journey to totally re-invent both itself and the sector. Argos has created a unique retail experience unlike anything else out there, and we’re proud to have been tasked to develop an appropriately bold and surprising new campaign for the re-launch.”

The new ad will launch tomorrow evening (Tuesday 14 October) in the UK during ITV1’s Long Lost Family, Channel 4’s Obsessive Compulsive Cleaners and Channel 5’s Crimes That Shook Britain.

For the first time ever, Argos will also be launching brand cinema adverts and premium placements in large format out-of-home posters.  The new brand identity will extend inside Argos stores, with updated uniforms and redesigned carrier bags. The brand’s websites and apps will also get a new look.