Argos launches crosschannel marketing campaign for its first in-house ‘power brand’

Argos is bringing social and digital marketing to bear in a new campaign to launch its first home and furniture ‘power’ own brand, Heart of House.

The retailer will also promote the new brand across press, TV and PR with the new campaign, which launched last night with a TV advert celebrating the reality of family life and the way retail products are used in the home.

Social media activity includes the launch of a Heart of House branded Facebook page and Twitter feed, while 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.

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, which created the campaign, 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.”