Argos preps multimillion pound campaign for first ‘power brand’
Argos is preparing to launch its first ever home and furniture ‘power brand’, Heart of House, with a full through-the-line campaign, marking the biggest investment the company has made in its own brand.
The campaign, created by Path WorldWide, plays on the reality of family life and the true use of products in the home.
A TV ad will feature a series of real-life scenes, including a couple deciding where to put their sofa, a child making snow angels in a rug, a teenager using a pile of cushions as a laptop stand and children playing hide and seek in a pair of curtains.
Press and digital activities will continue this theme, with photography of a chair being used as a dog basket and a winged bed acting as an office space.
The ad will launch on Monday 25 August in primetime slots during Coronation Street on ITV1, Celebrity Big Brother on Channel 5 and the live semi final of Got To Dance on Sky One.
During the remainder of August, it will run across key programming on ITV, Channel 5, Sky and Channel 4.
Jack Wallace, brand controller for Heart of House, said: “The integrated launch campaign for Heart of House represents Argos’ biggest investment in own brands so far.
"The campaign brings a new tone to the home market, which is based in the real world. Our homewares and furniture have been developed to withstand the knocks and bumps of everyday family life and the campaign brings that to life through real family moments.”
Later in the year, customers will be able to engage with the Heart of House product range through interactive tablet adverts, while social media activity includes the launch of a Heart of House branded Facebook page and Twitter feed.
Earlier this week Argos announced it has hired former Johnson and Johnson marketer Alyson Lockley to lead the development and delivery of its own brands strategy.