After kicking off its first foray into Out of Home advertising with a weather-sensitive digital campaign earlier this year, Argos is now leading the way with an interactive QR-code purchase pop-up store.
In one of the first campaigns of its kind, Argos is bringing its catalogue to commuters at Paddington and Waterloo rail stations this week. The experiential campaign will enable those leaving their Christmas shopping late to point their smartphone at the gift they like and scan the QR code, reserving the gift to be picked up later that day at one of 750 Argos stores across the UK. With a combined total of over 175million visitors each year to the train stations, three quarters of them ABC1, the Argos gift box is sure to help out many London workers who have so far not had the time to choose gifts for loved ones.
The activity, executed in partnership with Concourse Initiatives and Mindshare Invention, is part of a larger Out of Home campaign planned and bought by Kinetic and Mindshare.
Andrew Brunton, Account Executive at Kinetic, said, “Following Kinetic research earlier this year that showed a huge increase in the recognition of mobile technologies in the UK, it’s great for Argos to break new ground with this Out of Home and mCommerce campaign. The rail environment is perfect to reach a time-poor audience where they will often be a high dwell-time. ”
Steve Henderson, Client Director at Mindshare, commented, "‘An online retailer with 750 stores to pick up from today’ is a powerful proposition to communicate to today’s hard-working, time-pressed shopper – the gift box execution brings to life Argos’s credentials as a modern, relevant, digital brand in a vivid way."