ABOUT

Argos has traditionally been seen as a place to buy what you need, rather than what you want. To address this perception challenge and drive reappraisal, Argos created ‘The A-List’, a curated list of must-have products and desirable brands that consumers typically shop for at competing retailers. But with no existing awareness of The A-List to build on, Argos tasked us with landing the proposition as memorably as possible with the ‘Outgoing Influencer’ audience, while delivering reach well beyond that target.
We determined the best way to reach our FOMOtivated audience would in the spaces they turn to first for cultural currency - podcasts. So we created “And The Award Goes To…”, an original branded podcast that transformed the A-List concept into an irreverent awards show. Each week, host Joel Dommett invited comedy and entertainment favourites to pick winners from categories personalised to guests’ interests and expertise, with one category built around A-List products.
The Argos brand was seamlessly woven into the show, with set design inspired by the A-List’s ‘red carpet’ theme supported by subtle branding cues, and sponsored categories designed to guarantee entertaining conversation about the A-list each week. The show was available on audio platforms and YouTube, with standout moments clipped for social to significantly increasing the campaign’s reach, along with cross-promotion on our guest’s own shows. ATAGT… has gone on to become one of Acast’s most successful ever branded podcasts, while delivering significant uplift for metrics across every campaign objective.