Argos to launch multi-million pound campaign for new Heart of House brand
Argos is to launch a multi-million pound integrated marketing campaign for its first ever home and furniture power brand – Heart of House.
Developed by Path Worldwide, the campaign will kick off with a TV advert on 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 programmes such as Double Your House for Half the Money and Cowboy Builders on ITV, Channel 5, Sky and Channel 4.
The TV advert will feature a series of ‘real life’ scenes, including a couple deciding where to put their sofa, a child making snow angels in a beautiful deep pile 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 the theme with print display adverts launching in women’s weeklies and newspaper supplements, followed by women’s monthlies and relevant home titles.
Never Miss a Retail Update!Later in the year, customers will be able to engage with the Heart of House product range through interactive tablet advertisements on key national sites. There will also be a Heart of House branded Facebook page and Twitter feed.
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.”
Argos will give customers a sneak preview of the TV advert on the Argos and Heart of House Facebook pages on Sunday 24 August.
