UK retailer Argos has this week launched yet another innovative element to its new campaign ‘GET SET GO ARGOS’ – a digital out-of-home game allowing commuters at London Waterloo and Euston Stations to compete for bundles of Argos prizes.
Developed specifically for Motion@Waterloo, the UK’s largest single indoor digital billboard, interactive game ‘Get Set for Bubbles’ promises an unprecedented spectacle for the station’s 300,000 daily commuters and marks the 40 metre screen’s first outing as a platform for real-time mobile interaction.
Commuters will use their smartphones to play via a dedicated mobile site. They will compete against up to three other players to pop Argos’ high-definition, visually spectacular multi-coloured bubbles as they float across the white ‘third space’ that marks the backdrop for CHI&Partners’ ‘GET SET GO ARGOS’ campaign.
Created by CHI&Partners and Candyspace, with media planning and buying from Mindshare and Kinetic, the game uses advanced technology, including a dynamic queuing system and real-time smartphone-to-screen connections, to create a fun and engaging multiplayer experience.
Carl Nield, Head of Brand Marketing, said “Mobile channels present a huge opportunity and with the number of customers using mobile devices to shop with us continuing to grow, we wanted to create a fun and interactive way for them to engage with Argos in a convenient location. We are proud to be the first retailer to use the prestigious Motion@ screens in such an innovative way.”
Sales via mobile devices now represent 22 per cent of total Argos sales, growing by 45 per cent in the 26 weeks to 30 August 2014.
Chad Warner, Digital Creative Director at CHI&Partners, said: “‘Bubbles’ is an ambitious technological project which, combined with the game’s visually spectacular look and feel and the top brands Argos are giving away as prizes, represents the retailer’s new direction and focus – offering a premium, cutting-edge experience for modern shoppers.”
Playing at Motion@Waterloo on 24th, 27th and 28th October and Motion@Euston on 30th and 31st October, ‘Get Set for Bubbles’ will enter players into an hourly prize draw for vouchers, as well as a daily prize draw to win a bundle of products from some of the retailer’s top brands, including Beats, Nikon, Samsung and Dualit.
A stand-alone mobile version of the game will also be available at train.getsetforbubbles.com for those commuters who aren’t able to stop and play, which will also be promoted through social activity by The Social Practice.
Client: Argos
Client Name: Nicki Brown and Carla Parry
Creative Agency: CHI&Partners
Executive Creative Director: Jonathan Burley
Creative Director: Jim Bolton
Digital Creative Director: Chad Warner
Art Director: Sarah Levitt
Copywriter: Matt Searle
Planner: Sarah Clark and Josh Roth
Account Director: Charmaine Murray
Account Manager: Tilly Cooper
Producer: Sarah Barclay
Production Company: Candyspace
Executive Creative Director: Martin Brierley
Creative Lead: Julian Esposito
Senior Producer: Josh Holloway
Account Manager: Lauren Moody
Strategic Planner: Tevi Tuakli
Media Agency: Mindshare / Kinetic
Media Planner: Laura Flewitt Mark Baschnonga
Media Buyer: Andrew Brunton
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