After a disrupted Christmas in 2020, the brand wanted to focus on helping its customers have the best Christmas. 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. 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.
Plan
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.
Results
Adding cinema to the AV mix for the Christmas campaign worked well for Argos – driving cut through, resonance and consideration.
71%
of cinemagoers recalled seeing the ‘Christmas Is On’ ad (vs. 44% benchmark)
+37%
of test sample respondents were more likely to agree that ‘Argos is a retailer I feel close to’ compared to control
+50%
of cinemagoers were ‘extremely likely’ to consider shopping at Argos vs. control
