Brief
Argos has traditionally been seen as somewhere to buy the things you need rather than the things you want. Our task was to get shoppers to instead see Argos as a desirable go-to for the hottest gadget and gaming drops, using its curated ‘A-List’ of the most sought-after consumer tech products to help prompt reappraisal.
Idea
We identified ‘FOMOtivation’ as a defining mindset of the image-conscious tech obsessive audience we were targeting, with the desire to stay on top of what’s new and on-trend driving the media habits and research behaviours that inform their purchase decisions. Podcasting gave us the perfect platform to land the A-List message in a memorable, audience-appropriate context, making sure Argos would be top of mind for their next tech must-have.
Execution
Working with Acast, we created And The Award Goes To…, an original branded podcast series that took the ‘A-List’ concept to a hilarious extreme by turning the humble awards ceremony on its head. Some of the biggest names in comedy and entertainment appeared as guests, giving out awards for their very own ‘Best Evers’ reflecting personal passions, memorable experiences, and the odd shoutout to their ‘can’t-live-without’ pieces of tech to tie it all back to Argos’s A-List products.
