For many families throughout the UK, the Argos catalogue marks the start of Christmas. Parents and children alike love flicking through it and circling what they dream of this year. This tradition and nostalgia is uniquely Argos’ to own, so we capitalised on it by renaming this year’s Christmas gift guide ‘The Book of Dreams’. The excitement and imagination the Book of Dreams started in when the paper catalogue launched in store in mid-October. Alongside its’ launch we tapped into people’s nostalgia by creating the world’s largest online repository of Argos catalogues. The site got over 15 million page views in less than 10 days, celebrity engagement from the likes of Bill Bailey, and thousands of people sharing their childhood Christmas wishes across social. With the nation primed, we then launched the film on TV, online and in cinemas on 1st November. Set to 80s classic ‘Don’t you forget about me’, the music video delivers on the ‘Book of Dreams’ promise as a dad’s childhood dreams are awoken when he sees a drum kit his daughter has circled in the Argos catalogue.
Filosofía
Tapping into Christmas nostalgia
Problema
Fighting the overcrowded Christmas retail noise
Resultado
The film had 1.6m total online views over the opening weekend, with 99.1% positive reactions on Facebook.