Argos drops extra-terrestrials for ‘Get Set Go’ in first CHI campaign for new marketing director Vowles

Last year Argos concluded a review of its account with long-serving agency CHI & Partners and decided – to stay with long-serving agency CHI.

Now it’s back with a new campaign from the agency to unlock pre-Christmas wallets, dropping the weird extra-terrestrials that have fronted its advertising the past few years.

Argos, to date anyway, has been rather a miracle of the British High Street; moving successfully from its lumpy catalogue selling to a click and collect model. So what has the newly-energised CHI come up with?

Stephen Vowles the new Argos marketing director who called the review, says: “When we said we would transform Argos two years ago – we meant it. 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, dynamic and makes your heart beat faster. We believe it symbolises the 2014 Argos experience at its best. It will reinforce our business transformation program already underway, and tell the nation about the fantastic new Argos we are creating.”

CHI ECD Jonathan Burley says “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 relaunch. The ‘Get Set Go Argos’ campaign perfectly captures the modernity and energy of the brand – poppy, imaginative, vividly colourful and sit-up-on-your-sofa exciting to watch.”

Well it is bright and bouncy and the music, from The Heavy, should appeal to Argos’s youthful customers. Does Get Set Go have campaign legs? It’s a neat use of the word Argos, which should be useful in all the online and social media stuff, so we’ll see.

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