Christmas
Holidays are coming and companies have started to advertise more and promote
their services and products. Argos is one of them, and similar to last year they
are trying to attract more and more customers that will buy their products, by
using the blue aliens.
Argos hold an USP of selling a wide range of products that are cheaper than its rivals
(Management Today, 2010), try to increase their Christmas sales by using the approach
to family life in which wanting is enough reason for having (Guardian, 2006). The audience that Argos is targeting in this
video is the everyday family (ITV Media, 2012) looking for an easy and fast shopping experience. The tone used is playful and fun; they make everything look as if
buying something from them it’s easy and fun at the same time. In this advert,
Argos is the first retailer to introduce Shazam as part of their ads (Marketing
Week, 2012). Shazam is an audio recognition app that recognizes the adverts’
audio and takes the viewer`s phone to directly download the Argos app (Retail
Week, 2012).
4. Cinema
Another scenario would be having a group of aliens in a cinema. They are watching an advert of a new perfume and one of them says: ‘Can`t wait to go home and reserve this on Argos so that tomorrow I can pick it up after work, I hope they have at least 1 left!’. Meanwhile one of the aliens goes on his application and reserves the perfume. Then he tells the others that there are 5 left in the store they have in town. Then everyone starts asking how he knows that and he explains how they can download the app and shop from anywhere.
5. Pub
There is the father in a pub, pretty upset because Christmas is coming and he doesn't know what present to buy for his wife. While drinking his beer alone, he talks to himself and says: 'Only if I had an idea of a nice present for my wife...'. The bartender hear that and he asks him: ' Have you heard of the Argos phone app? You can just click on the Gifts category and they will give you a lot of nice present ideas'. Then the father surprised but really interested asks: ' How can I get this app? What is the name and where can I download it from?', the bartender: 'Go on their website on your phone and you can get it from there. Then just look for a present and reserve it, you can pick it up anytime after that from the local store or get it delivered.', the father: 'that is brilliant Thank you so much for this! Just found something, gotta go pick it up! See you later!'. This is way the new app is revealed and it advantages.
1. Change of tone
Changing the way the father is talking, from a playful tone, where he
explains how he can buy all sorts - like a nose trimmer - from different
places, to a tone that is a bit more serious. Having an advert where there is a
father shown as a more rigid person, who is not that easy to impress and
entertain and his kids and friends who are having fun,
would definitely change the advert in a good way. He would still speak
about the app and how he can easily buy from everywhere, but he will do it on a
more serious tone. This image would be shown better with an example like the
father printing something and his printer breaks. Then showing how easy he can
reserve another printer with his new app, go to the store and pick it up in no
time.
2. Character change
A new scenario, in which the new app system could be shown, would be to have the father not knowing how apps work and the kids explaining this to him. Having the entire family watching TV and seeing the new Argos advert where a Shazam picture shows on the screen. Then the children grab their dad’s phone and open the audio recognition app Shazam and discover the new Argos app. Kids tell their father that his phone can be used for this as well, they download the app and then they teach him how to use it. In the end, happy about the new app, the father shows it to his close friends and explains how all smartphones can do that.
A new scenario, in which the new app system could be shown, would be to have the father not knowing how apps work and the kids explaining this to him. Having the entire family watching TV and seeing the new Argos advert where a Shazam picture shows on the screen. Then the children grab their dad’s phone and open the audio recognition app Shazam and discover the new Argos app. Kids tell their father that his phone can be used for this as well, they download the app and then they teach him how to use it. In the end, happy about the new app, the father shows it to his close friends and explains how all smartphones can do that.
3. Adding a narrator
As it is a Christmas advert, adding a narrator and turning everything into a fairy tale story, would be appropriate. They can have a calm female voice, in the background, telling a story about a family of aliens that came to Earth. She can start by telling how they got here, that the aliens were confused and they did not really know why they were on Earth. After that, picture them in a window shop watching TV and then, at one point the new Argos advert is showing and they start following the steps and downloading the app. At the end, an image with the alien family going back to their planet, while they browse the new app and before going on their ship, the kids turn and say: ‘’We can shop from here’’. This way, it demonstrates how easy and effective it is to use the app, in order to make shopping fast and easy. It reveals that is so easy, that even children could use it.
As it is a Christmas advert, adding a narrator and turning everything into a fairy tale story, would be appropriate. They can have a calm female voice, in the background, telling a story about a family of aliens that came to Earth. She can start by telling how they got here, that the aliens were confused and they did not really know why they were on Earth. After that, picture them in a window shop watching TV and then, at one point the new Argos advert is showing and they start following the steps and downloading the app. At the end, an image with the alien family going back to their planet, while they browse the new app and before going on their ship, the kids turn and say: ‘’We can shop from here’’. This way, it demonstrates how easy and effective it is to use the app, in order to make shopping fast and easy. It reveals that is so easy, that even children could use it.
4. Cinema
Another scenario would be having a group of aliens in a cinema. They are watching an advert of a new perfume and one of them says: ‘Can`t wait to go home and reserve this on Argos so that tomorrow I can pick it up after work, I hope they have at least 1 left!’. Meanwhile one of the aliens goes on his application and reserves the perfume. Then he tells the others that there are 5 left in the store they have in town. Then everyone starts asking how he knows that and he explains how they can download the app and shop from anywhere.
5. Pub
There is the father in a pub, pretty upset because Christmas is coming and he doesn't know what present to buy for his wife. While drinking his beer alone, he talks to himself and says: 'Only if I had an idea of a nice present for my wife...'. The bartender hear that and he asks him: ' Have you heard of the Argos phone app? You can just click on the Gifts category and they will give you a lot of nice present ideas'. Then the father surprised but really interested asks: ' How can I get this app? What is the name and where can I download it from?', the bartender: 'Go on their website on your phone and you can get it from there. Then just look for a present and reserve it, you can pick it up anytime after that from the local store or get it delivered.', the father: 'that is brilliant Thank you so much for this! Just found something, gotta go pick it up! See you later!'. This is way the new app is revealed and it advantages.
.
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Baker, R.
(2012) Argos first retailer to launch
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[Accessed 6th December]
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(2012) Campaign of the week: Argos, I Can
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[Accessed 6th December]
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[Accessed 6th December]
ITV Media
(2012) Innovative Campaign drives Argos sales.
[Online] Available from: http://www.itvmedia.co.uk/insights-and-effectiveness/case-studies/driving-sales/Innovative-Campaign-drives-Argos-sales
[Accessed 6th December]
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Today (2010) Company Vitae: Argos. [Online]
Available from: http://www.managementtoday.co.uk/news/1042685/Company-Vitae-Argos/
[Accessed 5th December 2012]
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(2006) The Argos approach. [Online]
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[Accessed 5th December]
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