To launch Argos’ new brand look and feel developed by CHI and Partners, the challenge was to introduce the identity in a way that felt energetic, modern, and participatory rather than broadcast-led. The opportunity lay in commuter environments where people are stationary, attentive, and open to distraction.
We led the creative concept of transforming large format digital out of home screens into playable surfaces, using mobile phones as controllers. In high footfall stations including Waterloo Station and Euston Station, commuters were invited to sync their phones and pop bubbles live on the screen, turning collective waiting time into shared play.
The experience was designed as a two layer system. The headline moment lived on the large screens, creating spectacle and participation in public space. Alongside this, a take away version of the game allowed people to continue playing on their mobiles, extending engagement beyond the station and reinforcing the new brand world.
Across the two day activation, more than 12,000 people played the mobile version, with consistent live interaction on the digital screens as participants engaged every 45 seconds. The work demonstrated how second screen thinking can turn attention into action when creativity is designed around behaviour rather than interruption.
The campaign received industry recognition including selection at the Shorty Awards for gamification and UK digital out of home media awards, reinforcing it as a benchmark for participatory retail communication.
