Mobile game from CHI&Partners, Mindshare, Candy Space and Kinetic allows commuters to compete for bundles of Argos prizes. Sales via mobile devices now represent 22 per cent of total Argos sales.
Milton Keynes, UK, 2014-10-28— /EPR Retail News/ — Leading digital retailer Argos will this week launch yet another innovative element to its new campaign ‘GET SET GO ARGOS’ – a digital out-of-home game allowing commuters at London Waterloo and Euston Stations to compete for bundles of Argos prizes.
Developed specifically for Motion@Waterloo, the UK’s largest single indoor screen, interactive game ‘Get Set for Bubbles’ promises an unprecedented spectacle for the station’s 300,000 daily commuters and marks the 40m screen’s first outing as a platform for real-time mobile interaction.
Commuters will use their smartphones to play via a dedicated mobile site. They will compete against up to three other players to pop Argos’ high-definition, visually spectacular multi-coloured bubbles as they float across the white ‘third space’ that marks the backdrop for CHI&Partners’ ‘GET SET GO ARGOS’ campaign.
Created by CHI&Partners and Candyspace, with media planning and buying from Mindshare and Kinetic, the game uses advanced technology, including a dynamic queuing system and real-time smartphone-to-screen connections, to create a fun and engaging multiplayer experience.
Sales via mobile devices now represent 22 per cent of total Argos sales, growing by 45 per cent in the 26 weeks to 30 August 2014.¹
Carl Nield, Head of Brand Marketing, said: “Mobile channels present a huge opportunity and with the number of customers using mobile devices to shop with us continuing to grow, we wanted to create a fun and interactive way for them to engage with Argos in a convenient location. We are proud to be the first retailer to use the prestigious Motion@ screens in such an innovative way.”
Chad Warner, Digital Creative Director at CHI&Partners, said: “‘Bubbles’ is an ambitious technological project which, combined with the game’s visually spectacular look and feel and the top brands Argos are giving away as prizes, represents the retailer’s new direction and focus – offering a premium, cutting-edge experience for modern shoppers.”
Playing at Motion@Waterloo on 24th, 27th and 28th October and Motion@Euston on 30th and 31st October, ‘Get Set for Bubbles’ will enter players into an hourly prize draw for vouchers, as well as a daily prize draw to win a bundle of products from some of the retailer’s top brands, including Beats, Nikon, Samsung and Dualit.
A stand-alone mobile version of the game will also be available at train.getsetforbubbles.com for those commuters who aren’t able to stop and play, which will also be promoted through social activity by The Social Practice.
-ENDS-
¹Home Retail Group plc half year results published 22 October 2014.
For more information about Argos, please contact media.relations@argos.co.uk or call 0845 120 4365.
Client: Argos
Client Name: Nicki Brown and Carla Parry
Creative Agency: CHI&Partners
Executive Creative Director: Jonathan Burley
Creative Director: Jim Bolton
Digital Creative Director: Chad Warner
Art Director: Sarah Levitt
Copywriter: Matt Searle
Planner: Sarah Clark and Josh Roth
Account Director: Charmaine Murray
Account Manager: Tilly Cooper
Producer: Sarah Barclay
Production Company: Candyspace
Executive Creative Director: Martin Brierley
Creative Lead: Julian Esposito
Senior Producer: Josh Holloway
Account Manager: Lauren Moody
Strategic Planner: Tevi Tuakli
Media Agency: Mindshare / Kinetic
Media Planner: Laura Flewitt Mark Baschnonga
Media Buyer: Andrew Brunton
Argos is a leading UK digital retailer, offering around 43,000 products through www.argos.co.uk, its growing mobile channels, stores and over the telephone.
Argos continues to be the UK’s largest high street retailer online with around 123m customer transactions a year through its stores and 738 million website and app visits in the 12 months to February 2014. Customers can take advantage of Argos’ convenient Check & Reserve service available through its network of 734 stores across the UK and Republic of Ireland.
In the financial year to February 2014, Argos sales were £4.1 billion and it employed some 29,000 people across the business.
Argos is part of Home Retail Group, the UK’s leading home and general merchandise retailer.
CHI&Partners is a UK-based agency group of thirteen years, with offices in New York, Canada and across Asia, and clients including Argos, British Gas, Britvic, Carphone Warehouse, Diageo, GSK, Lexus, Royal Bank of Scotland, Samsung and TalkTalk.
CHI&Partners is a partner in The&Partnership, a new independent agency holding company where the majority owners are the founders and partners of the individual businesses, sharing one bottom line. The&Partnership comprises nine different communication businesses across four continents, with over 1,500 people, spanning ten disciplines from advertising to design, CRM, media, data, analytics, PR and social – with digital at the core of all its businesses.
The&Partnership is backed by WPP, the world’s largest communications agency network, which is both a partner and a significant minority shareholder.
Kinetic is the global leader in planning and buying Out of Home media and its mission is to pull forward, and make real, the future possibilities of the world of out of home communications.
Kinetic is a WPP company and part of the tenthavenue performance marketing division. Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals.
In addition to its core business, Kinetic provides wide-ranging specialist expertise through its complementary service divisions including Aureus, Aviator, Kinetic Active, Kinetic Futures, Meta, Zone and Hi Rezz. Kinetic employs over 900 professionals across 42 offices worldwide.
Candyspace – Independently owned with a passion for innovation, quality and a wealth of industry experience, we deliver technically feasible creative ideas that deeply engage consumers across all channels.
Candyspace is the leading multi-screen digital agency which focuses on building digital products and marketing services. These experiences are delivered for clients through cutting-edge apps, sites and content for ‘connected’ devices including mobile, tablet, online, digital out of home and gaming consoles.
In 2013, WPP acquired a minority shareholding in Candyspace, incorporating us into the tenthavenue group of WPP companies, alongside our partners at Kinetic.
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