Argos to launch multi-million pound integrated marketing campaign for 'Heart Of House' power brand

Argos is heralding the launch of Heart of House, its first ever home and furniture power brand, with a full through-the-line campaign, kicking off with TV advertising on Monday 25 August and running across press, digital, social and PR.

The campaign, which was created by agency Path WorldWide, celebrates the reality of family life and the true use of products in the home. The TV advertisement features 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 continue this theme, with photography of a striking chair being used as a dog basket and an elegant winged bed acting as an office space.

The advertisement will launch on Monday 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 programming on ITV, Channel 5, Sky and Channel 4 such as Double Your House for Half the Money and Cowboy Builders.

Print display advertisements will launch in women’s weeklies and newspaper supplements, followed by women’s monthlies and relevant home titles. 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. Social media activity includes the launch of 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.”

Philip Slade, Strategy Director for Path WorldWide, said: “We were thrilled to be involved with the launch of such an exciting new brand, one that recognises that our homes are still at the heart of our world, just in a completely different and individual way. This isn’t about selling a lifestyle, but promoting products that fit in with the life we live now.”

Customers will be able to have a sneak preview of the TV advertisement on the Argos and Heart of House Facebook pages on Sunday 24 August.

Source : Home Retail Group
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