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Argos Moves at The Speed of Family Life in New ‘You're Good To Go’ Campaign

Creative 426 Add to collection

Developed by The&Partnership, the campaign targets busy parents by hilariously enlarging the imperfect realities of modern family life

Argos Moves at The Speed of Family Life in New  ‘You're Good To Go’ Campaign
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.
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Client

Advertiser: Argos

Business Director: Gary Simmons

Post Production / VFX

Post Production Company: MPC

VFX Producer: Phil Whalley

VFX: Rod Norman

Sound

Creative Lead: Facility Company - Migrate

Other

Line producer: Libbi Ball

CGI: Mike Little

Creative Agency

Creative Agency: The&Partnership

Producer: Rick Carter

Executive Creative Director: Yan Elliott and Micky Tudor

Music Supervisor: Arnold Hattingh

Production Assistant: Hannah Greene

Planners: Claire Carmichael

Creatives: Dan Dehlavi & Hayley Hammond

Head of Planning: Rebecca Munds

Production Company

Production Company: MJZ

Director: Matthijs van Heijningen

DOP: Joost van Gelder

Producer: Donald Taylor

1st AD: Bob Wilkins

Stunt Coordinator: Mo Marais

SFX: Kevin Bitters (Supervisor)

Production Designer: Chris Bass

Music

Music Supervision: We Are Theodore

Engineer: Sam Ashwell

Sound Design: 750 MPH

Offline

Edit Company: Work Editorial

Editor: Jono Griffith

The&Partnership, Fri, 27 Apr 2018 14:18:51 GMT