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Christmas temp 2014 case study

Ho ho ho! 360 provides an annual Christmas advertising campaign for Argos (we've just completed our 13th year) to help it recruit around 15,000 temps to cover the Christmas period. Each year, the battle for recruiting the best temp talent hots up. Clear, simple messages that encompass the fun of working at Argos are always needed. And as Argos pushes to become a digital retail leader, its focus on brilliant customer service becomes ever sharper. There was one thing in particular we were asked to emphasise this year. The Christmas temp entry route has kickstarted several Argos career success stories – many store managers and area managers have started out this way. So this position may open the door to a whole new career...

The size of the Argos Christmas campaign is huge: it traditionally covers local press ads, in-store posters, fliers, postcards, website, viral emails and a million application forms being distributed to over 650 stores in the UK and Ireland. This year, however, for the first time, Argos wanted people to be able to apply online. No problem. We provided them with a dedicated microsite to facilitate application, promoted by in-store poster campaigns and leaflet drops. And the creative work? One snappy headline that sums up the key message perfectly: “Make Argos your Christmas present. And future.” One digital image of a Christmas tree made out of presents, with gift tags bearing key messages. And copy emphasising the attributes needed, designed to separate the really keen from the timewasters (something else we were asked to do. Subtly, you understand).

The campaign launched at the beginning of September 2014, and by the end of the month the microsite had had 170,000 visits, of which 125,000 were direct (in other words, as a result of the poster and leaflet campaign).

In the first two weeks alone, 37,500 applications had already been recieved. That's a lot of helpers for Santa! Let the festivities begin...

You can see some of our previous Argos Christmas recruitment campaigns, and play our Elfboarder game, here.


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