Argos shakes up image with £10bn rebrand campaign with focus on digital

17/10/2014

Argos has invested over £10m in a rebrand campaign to “get people to sit up and take notice”, showcasing the retailer’s transformation into a digital shopping experience.

In tandem with the ad, the Argos website and apps have been refreshed to reflect the in-store changes with a slicker site set to be introduced mid-October. The retailers site will continue to gather customer data in a bid to make it more personalised.

The new campaign aims at informing consumers about the firm’s recent digital transformation following £300m investment into Fast Track collection, free reservation online and a new click and collect partnership with eBay.

The campaign, created by CHI&Partners, has seen the brand drop its popular alien family in favour of an energetic ad featuring break-dancers, skateboarders, and BMX-ers playing out to 'How You Like Me Now?' by The Heavy.
The ad uses the strapline ‘Get Set Go Argos’ to reinforce the message.
The ad it will run across TV – launching on ITV1’s Long Lost Family, Channel 4’s Obsessive Compulsive Cleaners and Channel 5’s Crimes That Shook Britain as well Downton Abbey, X Factor and Homeland throughout the rest of the year.

For the first time, Argos has also advertised across cinema and out of home. The national billboard campaign has looked to highlight some of the more popualr brands it carries such as Beats headphones.

The retailer has also scrapped its bright blue uniforms, trucks and carrier bags.

New black and red uniforms have been rolled out to 100 stores ahead of Christmas, with the remaining 630 stores to receive them within the next year.

New carrier bags have been introduced across the whole estate as has a new “vibrant” in-store product display and point of sale messaging.

Similarly, its fleet of 500 delivery trucks are in the process of being rebranded. The traditional blue has been replaced with a white truck featuring a colourful image of spilled paint.

It comes after online rival Amazon announced it would be opening its first bricks and mortar store.

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