30 June 2017
There’s no more competitive time for the nation’s eyeballs than the Christmas advertising season – with acres of media attention and frenzied social conversation. In 2016 we generated huge impact for Argos by deliberately stealing a march on the launch of rivals’ campaigns.
While other retailers look to men on the moon, Mr & Mrs Claus, misty-eyed historical re-enactments, melting snowmen and sad penguins in the battle for hearts, minds, and wallets, Argos’s new campaign set out to get pulses racing by using high-octane energy to represent its product range and Fast Track same-day delivery service.
Our creative – in which we staged a “live trailer” for the Argos TVC by taking the brand’s trademark 8ft neon-coloured yetis ice-skating, travelling by Tube, and meeting fans on the streets – landed a full week before John Lewis’s much anticipated premiere and beat all other big retailers. It meant that Argos set the pace for the rest of the sector, was established immediately as a key shopping destination in customers’ minds at the start of the festive period, and helped to deliver a bumper Christmas for the brand.
The yetis entertained the public with skating tricks and stunts, and handed out surprise Christmas gifts, all from Argos, to spread some early festive joy. Gift packaging was branded #SpottedAYeti, encouraging onlookers to share their own content. We enlisted dozens of celebrities and social influencers, and captured branded photo and video assets to drive buzz and coverage across social, print and online channels.
#SpottedAYeti was an integrated PR and social campaign that earned branded cut-through, led massive media coverage, and attracted nearly 3 million consumer impressions for Argos’s campaign – outside of the big TV spots.