Argos will tomorrow launch a new brand campaign – ‘You’re Good to Go’ – aiming to put the UK’s third largest online retailer at the heart of modern family life.
Developed with The&Partnership London, the campaign marks a shift in brand positioning for Argos as it targets busy parents, aiming to demonstrate the multi-channel retailer’s commitment to moving at the same speed as fast-paced modern family life.
Building on the dynamism and fun of Argos’s 2014 ‘Get Set Go Argos’ campaign, which helped catalyse Argos’s transformation to become the UK’s third largest online retailer, ‘You’re Good to Go’ aims to create a deeper emotional connection with customers.
Fuelled by nationwide audience insights about the imperfect realities of fast-moving, modern family life, the new campaign positions Argos as a helpful, trusted enabler, in touch with a lifestyle in which customers don’t ‘go shopping’ but ‘do shopping’, squeezing it into a daily juggle of work and family.
Spanning TV, digital, social, in-store and print, the campaign will break on Saturday 28 April on TV and online with ‘Operation Holiday’: a high-octane dramatisation of one family’s trip away, in preparation for the British summer.
The 60 second advert, created by Dan Dehlavi & Hayley Hammond and shot by Matthijas Van Heijningen from MJZ, follows the highs and lows of a British family as they make their way from their house to a holiday campsite.
The campaign charts their adventures along the way, from a quick stop-off at an Argos store inside Sainsbury’s, to a child’s emergency ‘wee break’. When they reach their destination, an Argos delivery man hands dad a package for his teenage daughter, making her day.
Highlighting Argos’s same-day Fast Track delivery service, which delivers orders in as little as four hours, and collection options at both Argos and Sainsbury’s, the campaign highlights Argos’s position as the UK’s leading multi-channel retailer for speed and convenience.
It is the first campaign from Argos to incorporate the Sainsbury’s brand, with Argos stores now housed inside 200 Sainsbury’s supermarkets nationwide.
Gary Kibble, marketing director at Argos, said: “We love this high-octane, edge-of-your-seat campaign, which colourfully dramatises how Argos flexes around the twists and turns of busy family life. With families across the UK preparing for their own ‘Operation Holiday’, we’re sure it will resonate with mums and dads everywhere.
“It’s also the first ever campaign to bring the Argos and Sainsbury’s brands together through advertising, illustrating the unrivalled convenience we can now offer customers thanks to our continued roll-out of Argos stores inside Sainsbury’s supermarkets.”
Yan Elliott, joint executive creative director at The&Partnership London, said: “It takes becoming a parent to know just how military an operation going on holiday can be. But fire up your Chinook and get those holidays booked, mums and dads: you’re in safe hands with Argos this summer.”
Following on from ‘Operation Holiday’, further iterations of ‘You’re Good to Go’ will run throughout the year. Memorable, meaningful, distinctive creative will stand out with a fast-paced, high energy and impactful style and a dynamic split-screen treatment that aims to demonstrate the busy nature of family life.
Sister agency of The&Partnership London, AllTogetherNow, handled social and digital strategy and content creation, and Omnicom Media Groups PHD led media planning and buying for the campaign, with consumer PR support from Hope & Glory.