For almost 50 years Argos has been a festive staple - whether it be circling the catalogue or browsing the website - it has been a source of inspiration and helped many Christmas shoppers get ready for the big day. After a disrupted Christmas in 2020, the brand wanted to focus on helping its customers have the best Christmas yet with gifts that their family and friends will love.
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 - whether you’re the neighbour who’s always first to put decorations up, the person at work who starts wearing a Christmas jumper in October or those who impatiently wait for the delivery man to arrive with those special gifts for loved ones.
Plan
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.
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.
