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Argos celebrates nostalgia of print

Argos has brought its traditional printed catalogue to the forefront of its marketing in a bid to boost its Christmas sales.

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Argos has made its iconic catalogue the focus of its Christmas campaign

The first day of November is upon us, officially marking the start of the festive season and the countdown to Christmas.

To celebrate this, Argos has launched its Christmas advert, named ‘The Book of Dreams’, in which it puts the spotlight on its iconic catalogue.

The focus of Argos’ 2019 Christmas campaign being its trusty catalogue is another indication of a shift back to traditional print mediums.

Created by The&Partnership London and shot by award-winning director, Traktor, the advert shows a father notice his daughter has circled a drumkit in the catalogue.

Following this, the gift bursts out of the ground in their family kitchen and the father begins to play. The daughter appears and joins in on a second set of drums with the scene turning into a live show.

First launched in 1973, the Argos catalogue has been a fundamental part of the British retailer’s operations.

Argos is one of the UK’s biggest online retailers but the feeling of turning the pages in the catalogue is something our customers love and sets us apart from everyone else

Despite temporarily trialling the removal of the books from stores to test demand last year, reports from the BBC at the time revealed that the move had “sparked outcry” among some shoppers on social media.

The advert itself tells a nostalgic story about the long-standing tradition of circling your most-wanted gifts in the book.

To play tribute to the catalogue, Argos has also launched a website which features digitised versions of every catalogue printed in the last 45 years.

Speaking to House & Beautiful, Dan Elton, head of marketing communications at Argos, comments: “This year we wanted to celebrate a festive tradition that families up and down the country all know and love.

“The nostalgia of circling your dream gift in the Argos catalogue never goes away and it’s still going strong in today’s tech-obsessed world. Argos is one of the UK’s biggest online retailers but the feeling of turning the pages in the catalogue is something our customers love and sets us apart from everyone else.”

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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