PMS_AWARDS_p051 22/4/08 17:17 Page 51
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 51
Sponsored by Grand Prix
WINNER
Argos
The Giant Jar
Meteorite
Described by one judge as a “beautiful, simple and
engaging idea”, this campaign was unanimously
voted Grand Prix winner of this year’s awards. The
agency’s four-point goal was to drive awareness and
acquisition by: making consumers realise the range
of products available at Argos; making the viral
content great fun (and something to share with
friends); capturing additional data for future e-CRM
communication; and driving traffic to
www.argos.co.uk for buying consideration.
The brief was to reach as many potential Argos
customers as possible. Using previous online and
offline experience, it chose a viral strategy in order
to stand out from the rest of the retail ‘crowd’. The
campaign was designed to engage the audience cre-
atively, with content that highlighted the range of
products available at Argos.
The initial strategy was to create an online game,
yet research showed that a standard flash game may
not appeal to the core Argos universe, but that a
competition format would. Therefore, the goal
became to create a competition that consumers
would want to play and spread virally.
The resultant giant jar creative was a classic
guessing game with a twist, and invited people to
win all the items in the jar by guessing how many
were inside.
The site included an interactive ability to tilt and
manoeuvre the jar, and also contained a video about
how Argos had needed to build a real giant jar and
fill it with life-size products from teddies to TVs (in
fact, there were 1,400 items packed inside).
The agency intended to drive traffic to the com-
petition landing page through email (existing cus-
tomers), paid-for viral seeding (e.g. Kontraband,
Prizefinder, Facebook flyers), blogging, free viral
seeding (e.g. YouTube), in-store leaflets (placed into
customers’ bags), online banners, and links from
the Argos affiliate network and main website.
The viral element was the video that showed men
in brown coats filling the giant jar with all of the
items.
Existing customers on the Argos database were
sent an advance email about the competition to The campaign exceeded all awareness expecta- will help to provide long-term revenue gains for the
engender a feeling of exclusivity before the main tions, generating a massive 479,000 page and video retailer.
viral activity began, and to create a word of mouth views with an average time spent on site of two Head of digital: Marcus Hadfied
‘buzz’ among the core audience. This was followed minutes, 52 seconds. The viral video element show- Digital account director: Rob Scutt
up by the paid-for and free viral seeding activity, ing how the giant jar was created proved to be a Account manager: Tim Dunn
plus in-store leafleting activity. masterstroke, helping to increase time on site and Head of copy: Alex Bass
All competition entrants were required to com- interest in the promotion generally. Head of art: Greg Bedford
plete a short online entry form, and were prompted As well as smashing awareness expectations, the Designer: Dave Bergen
for an opt-in to receive further communications agency was able to capture and add an additional Creative services director: Harry Scotting
(if not already signed up to the Argos marketing 100,000 names to the Argos email base. This was Head of technology: Thomas
database). seen by the client as an extraordinary success, and Chippendale
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