UK – Minimalist grey and beige aesthetics dominate home interiors, which Argos hopes to change with the help of AI. The retailer’s new campaign, Make Yourself, At Home, will feature a series of YouTube videos helping families to decorate their homes in styles that reflect their personality.
The videos will advise on banishing ‘greige’, using AI tracking technology that collects data on emotional responses to a variety of products shown to families. The data collected is used to give each of the families a makeover, based on positive responses to items shown.
The aim is also to help people make decisions when faced with the endless choice offered in Argos’s home range. ‘There are so many different ways to style a home, it’s no wonder people get a bit of choice paralysis,’ explains Rob Quartermain, Argos head of marketing and brand communications.
With consumers increasingly fashioning their own Avant Abodes, the campaign taps into the rise in working from home and the desire to invest more in the home.
Strategic opportunity
Take note from this humorous campaign to start conversations with customers and to build their product knowledge. Videos are a great tool to immerse customers into a brand and to provide more detailed product information