T&Pm

London

So Stylish You Can Wear It

The Challenge

Argos wanted to grow its share of the Home category by establishing itself as a digital-first destination for homeware and furniture. However, it was held back by historic perceptions; when people thought of Argos homeware and furniture, they thought of basic, flatpack, cheap, temporary items rather than stylish items they’d be proud to show off in their homes.

Inspired by the insight that people express their personal style through their homeware and furniture, in Spring/Summer 2019 we created a campaign that set out to drive reappraisal of Argos Home by breaking down Argos’ style barrier.

The Approach

Borrowing cues from the fashion world, our campaign set out to increase the style perceptions of Argos home and furniture, celebrating the fact that their new Spring/Summer collection is ‘so stylish you can wear it’.

Running across TV, DOOH, digital and social channels, the campaign featured fashionistas wearing striking outfits styled from Argos’ on-trend cushions, rugs, lampshades, chairs and plates, all to promote the stylish homeware and furniture available at Argos and encourage viewers to totally reconsider Argos Home.

In the TVC, the models ambushed everyday moments, surprising people in their homes with their spectacular outfits, to the beat of dynamic pop song – ‘Fashion is my Kryptonite’. In DOOH and on social, colourful backdrops showed the models’ outfits transition to the original items available to buy at Argos.

Hat Walk

To amplify our campaign further, we also joined 2019’s London Hat Walk. Accompanied by thousands of hat lovers, our models broke out of the ad and onto the streets of London, striking poses in their iconic outfits all the way from The Tate to Tower Bridge. The activity allowed us to engage with fans on the ground, and gave rich content for social.

Results

61%: agreed Argos sells more stylish homewares and furniture than they previously thought

77%: of people in market for homeware or furniture said they would consider Argos

2 million: views of our TVC on social channels

88%: of Facebook comments about the campaign were positive

40,000+: Twitter impressions on day of London Hat Walk

30,000+: organic impressions on our Instagram stories, and an overwhelming positive reaction both on and offline

A/W 19

We have since launched an autumnal update to our stylish, fashion-forward campaign.

Argos. 'So Stylish You Can Wear It'

To drive reappraisal for Argos’ Home category, we borrowed cues from the fashion world to turn heads and demonstrate that Argos’ homeware and furniture is ‘so stylish you can wear it’.