Argos - Christmas Is On

Sector Retail
Target Audience Adults, Young Families
Package Family & ABC1 Ads AGP
Media Agency PHD
Duration 60"

Background

  • For almost 50 years Argos has been a festive staple - whether it be circling the catalogue or browsing the website - it has been a source of inspiration and helped many Christmas shoppers get ready for the big day. After a disrupted Christmas in 2020, the brand wanted to focus on helping its customers have the best Christmas yet with gifts that their family and friends will love.
  • The ‘Baubles to Last Year, Christmas is On!’ ad showcases the pure jubilation of Christmas and all the ways families across the country can celebrate together - whether you’re the neighbour who’s always first to put decorations up, the person at work who starts wearing a Christmas jumper in October or those who impatiently wait for the delivery man to arrive with those special gifts for loved ones.

Plan

  • Appealing to Christmas enthusiasts across the UK, Argos wanted the campaign to reach as many shoppers and families as possible, so planned a broad media mix that included TV, BVOD/Online video, social, outdoor and press.
  • Cinema was added to the mix to help diversify the AV campaign and with a strong family profile was particularly key in broadening reach amongst the key audience in the run up to Christmas during an occasion of parent/child co-viewing.
  • Running from mid-November to Christmas Eve in cinemas, Argos bought a ABC1 Adults and Family AGP running in reel across a range of films including Encanto, Ghostbusters: Afterlife, House of Gucci, Clifford The Big Red Dog and West Side Story.
DCM Case Study - Argos