Argos has incorporated the flexibility of Digital Out Of Home advertising as part of a £4 million new ‘order online today, enjoy today’ ad campaign.

UK’s leading multi-channel retailer has chosen to take a seasonal approach and focus on weather-sensitive creative to further demonstrate the benefits of not having to wait for products you want to enjoy today. If the weather is gloomy, the creative will show a toy to keep little ones entertained in the home; if skies are sunny it will show products to help customers make the most of the sunshine, such as a barbeque or water pistol.

The DOOH campaign, by CHI & Partners, Mindshare and Kinetic, went live this week in London across roadside digital 48 sheets, rail digital 6 sheets and London Underground LCD 6 sheets. Traditional Out of Home increases coverage through the use of large premium formats and cross-track 48 sheets. The campaign will run in bursts through the summer.

Nicola Brown, Argos Brand Advertising and Digital Manager, comments: “We are excited to be embarking on our first brand Digital Out Of Home campaign, which supports our ‘order online today, enjoy today’activity running across TV, digital, press and radio. Argos is in a unique position to deliver the convenience and benefits of both online and high street store shopping – which means if you want an item online without delay you can get it. As the DOOH campaign demonstrates, it is critical when the sun shines or the rain falls to hit the right notes with customers to capture those impromptu purchases.”