In case you haven’t heard, the UK retailer Argos recently teamed up with Ocean Outdoor to launch the world’s first ‘cross-platform Web3 metaverse’ package. The partnership includes LandVault, who helped Ocean Outdoor deliver the outdoor metaverse experience. Argos is taking a big step in the metaverse world to become customers’ top of mind for tech products. Let’s look at the details of Argo’s advertisement and understand why Argos is advertising in the Metaverse.
If you’re like most people in the UK, when you think of Argos, you probably think of it as a budget store where you can buy things like TVs and vacuum cleaners at a relatively reasonable price. However, Argos is looking to change that perception with its new marketing campaign.
Argos’ campaign manager Becky Desert said: “This campaign is part of a reappraisal strategy for Argos where we hope to drive consideration and awareness of more premium products and brands that some people don’t think of Argos for. Part of changing shoppers’ minds is about what we say but it’s also important that we show up in new, interesting, and relevant contexts. That’s why we jumped at the opportunity to appear in the metaverse, particularly for this campaign that is centered around desirable tech.”
Why the Metaverse?
There are a few reasons why a retailer like Argos would want to advertise in a metaverse. First, it’s a way to reach out to tech-savvy consumers who may not be reached through traditional channels like television or radio. By advertising in a metaverse, Argos can target consumers who are early adopters of new technologies and trends.
Secondly, advertising in a metaverse allows Argos to create an immersive brand experience that goes beyond mere product placement. When customers enter into Argos’ section of the metaverse, they’ll be able to explore the space, learn about products, and even make purchases – all without ever having to leave their computers.
This unique initiative is running at physical locations across the UK and in digital form in Decentraland and Somnium Space. What’s more, it’s also popping up at Ocean’s three NFT sites!
What are Dual World Campaigns?
So, what exactly is the dual-world campaign? In a nutshell, it’s an advertising campaign that exists in both the physical and digital worlds. This means that not only will consumers be able to see it in person, but they’ll also be able to view it online. And with billboards in major cities like London, Birmingham, and Manchester, as well as prominent digital locations, there’s no excuse for not being aware of this fantastic campaign!
There are numerous benefits to the dual-world campaign that make it perfect for CMOS. First and foremost, its unique format ensures that businesses will reach a wide range of consumers. Whether someone is driving through London or exploring Decentraland, they’re bound to come across one of the billboards or NFT sites associated with this campaign. And with such a high level of exposure, businesses are sure to see a significant return on investment.
What’s more, the dual-world campaign is also highly flexible. Thanks to its blend of physical and digital elements, businesses can tailor their ads to suit their individual needs and goals. For example, if a business wants to target younger consumers, they can do so by placing their ad in digital locations like Decentraland or Somnium Space. Alternatively, they can take advantage of traditional outdoor advertising locations if they want to reach a more mature audience. Either way, they’re guaranteed to reach their target market!
The partnership between Argos and Ocean Outdoor signals that retailers are starting to pay more attention to advertising in metaverses. As more consumers spend time in these digital spaces, it’s becoming increasingly important for retailers to find ways to reach them where they are. Of course, not every retailer is going to have the budget or resources to create their presence in a metaverse (at least not yet). But those who don’t may find themselves at a disadvantage when competing against those who do.
It will be interesting to see how other retailers respond to Argos’ move into the metaverse. Will we see more retailers following suit? Or will this remain a niche strategy limited to only the most well-funded companies? Only time will tell. In any case, it’s clear that Argos is serious about becoming the customer’s go-to destination for tech products – and they’re willing to bet big on advertising in metaverses as part of their journey towards that goal.
