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Interactive Argos store pops up in Paddington

12 December, 2011

LONDON — After kicking off its first foray into Out of Home advertising with a weather-sensitive digital campaign earlier this year, Argos is now leading the way with an interactive QR-code purchase pop-up store.

In one of the first campaigns of its kind, Argos is bringing its catalogue to commuters at Paddington and Waterloo rail stations this week. The experiential campaign will enable those leaving their Christmas shopping late to point their smartphone at the gift they like and scan the QR code, reserving the gift to be picked up later that day at one of 750 Argos stores across the UK. With a combined total of over 175million visitors each year to the train stations, three quarters of them ABC1, the Argos gift box is sure to help out many London workers who have so far not had the time to choose gifts for loved ones.

The activity, executed in partnership with Concourse Initiatives and Mindshare Invention, is part of a larger Out of Home campaign planned and bought by Kinetic and Mindshare.

Andrew Brunton, Account Executive at Kinetic, said, “Following Kinetic research early this year that showed a huge increase in the recognition of mobile technologies in the UK, it’s great for Argos to break new ground with this Out of Home and mCommerce campaign. The rail environment is perfect to reach a time-poor audience where they will often be a high dwell-time. ”

For more information contact:
Nick Mawditt, Kinetic Worldwide +44 (0)20 7544 4635  
Naomi Roberts, Kinetic Worldwide +44 (0)20 7544 4617  
Patrick Barrett, Simpatico PR +44 (0)208 678 8606  

About Kinetic
Kinetic Worldwide is the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. Fully owned by WPP and part of the tenthavenue performance marketing division, Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals.

Kinetic is traditionally an Out of Home media agency and in addition today delivers wide-ranging specialist expertise through its complementary service divisions including Joule, Aviator, Target Health, Destination Media Group, Kinetic People, Meta, ALCANCE, Zone and Hi Rezz. Kinetic employs over 800 professionals across 38 offices.

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