Capabilities_

  • &Creative

There's More To Argos with Connie & Trevor

image

Driving reappraisal for a retail giant

There's More To Argos

Argos faced the challenge of consumer perception limiting its market share against competitors like Amazon. Customers primarily associated Argos with toys, hindering its ability to compete in the broader general merchandise market. To overcome this, Argos launched a digitally-led campaign featuring two toy characters, Connie and Trevor, to highlight the breadth of its product offerings.

Leveraging existing brand affinity for toys, the "There's More To Argos" campaign showcased Connie and Trevor interacting with more sophisticated products across various channels, including TV, sponsorship, out-of-home, TikTok, press, and radio. This created a humorous contrast, effectively demonstrating the unexpected range available at Argos.

The campaign achieved exceptional results, delivering the best ROI in a decade at £2.9:1. Customer perception of quality improved by 74%, brand favourability increased by 30%, and brand recognition soared by 150%. This demonstrates the campaign's success in repositioning Argos and driving significant business growth.

Trevor the toy dinosaur sits on the left of a Bose speaker looking towards Connie the doll sitting to the right of the speaker

Challenge

People put limits on Argos. Great for kids and urgently needed desk fans but not somewhere you go for more considered purchases.
Such restraints were weakening Argos’ ability to compete in a fierce general merchandise market led by Amazon.

Picture of Trevor the dinosaur using a drawing game on a Samsung tablet with the headline 'not all our toys are prehistoric'
Showstopper. The cakes are good too. A poster showing Trevor the dinosaur and Connie the doll using a cake mixer.

Solution

Amongst customers, Argos is still more famous for Toys than any other category. This is a barrier to accessing customers looking for more desirable products. But we chose to turn it into a strength.

Enter Connie the doll and Trevor the dinosaur. Two Argos toys and best mates whose role is to lean on historical brand love in order to show that these days, ‘There’s More To Argos’.

A digitally led campaign across TV, Sponsorship, OOH, TikTok, Press and Radio our loveable duo interact with ‘grown up’ products in novel and entertaining ways, creating a world of contrast right through the funnel that only Argos could pull off. Ultimately, Britain has fallen in love with Argos all over again and the range is cutting through better than ever before.

A picture of Connie the doll upside down wearing a crash helmet and GoPro camera with the title 'More Thrills' There's More to Argos.
Results

ROI

Econometric Data

Reappraisal

"Better quality than I thought"

Brand Recognition

Read_next