Argos has unveiled Heart of House, its first homewares and furniture own brand, with a multi-million pound campaign, kicking off with TV advertising yesterday, Bank Holiday Monday, and running across press, digital, social and PR.
The TV ad features a series of 'real life' scenes featuring a couple, children and a teenager, with the press and digital activities continuing this theme.
The TV ad launched in primetime slots during Coronation Street, Celebrity Big Brother and the live semi-final of Got To Dance. For the rest of August, it will run across programmes on ITV, Channel 5, Sky and Channel 4 such as Double Your House for Half the Money and Cowboy Builders.
Print ads will appear in women's weeklies and newspaper supplements, followed by women's monthlies and relevant home titles. Later in the year, there will be interactive tablet advertisements on key national sites. Social media activity includes the launch of a Heart of House branded Facebook page and Twitter feed.
Heart of House brand controller Jack Wallace 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 homeware 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."
Heart of House will offer a choice of 1,200 products across homewares, furniture and upholstery. The launch is part of Argos' drive to increase its appeal amongst broader customer groups. The company says it is committed to developing and growing its own brands to become a £1.5bn business, which represents a third of its total sales, by 2018.