Argos has launched a multi-million pound advertising campaign to signal its shift to become a digital retail leader – the biggest strategy change in its 40-year-plus history.

The campaign, developed by the agency CHI&Partners, is encapsulated by the words ‘Get Set Go Argos’. It brings to life the retailer’s ongoing drive to become a digital retail leader for everyone, enabling customers to shop how and when they want.

The first advertisement will air this evening, and will be followed by further ads in the run-up to Christmas that reflect the new initiatives customers are set to experience in-store.

In October 2012, Argos announced a five-year transformation plan to reinvent itself as a digital retail leader – to transform Argos from a catalogue-led business to a digitally-led business.

Stephen Vowles, marketing director at Argos, says: “When we said we would transform Argos two years ago – we meant it. The new campaign will be the biggest signal so far of how we are changing for our customers, and of our digital leadership strategy. We want all customers, new and existing, to realise how much Argos is changing and start to think and feel differently about us.”

The TV advertisement is part of Argos’ biggest-ever multi-channel execution, spanning out-of-home, digital, social media, print, radio, in-store and vehicles.

For the first time, Argos will run brand adverts in cinemas and on national billboards to reach wider customer groups. The new brand identity will extend to: Argos’ websites and apps; stores, with updated point-of-sale, redesigned carrier bags and new uniforms; and fresh signage for delivery lorries.

A key way that Argos is changing is through the roll out of its digital concept stores – it now has 40 stores in the UK which offer Fast Track 60 second collection for online orders, and tables of iPads tablets for shopping instead of the traditional laminated catalogues, pencils and stock checker machines.

Stephen adds: “The new campaign will punch home, boldly and dramatically, messages about our great products and services. It will reinforce our business transformation programme already underway, and tell the nation about the fantastic new Argos we are creating.”

Today, Argos has also pledged to provide practical skills, access and technology to some of the 9.5 million British people who are still not online, as part of its partnership with digital skills charity Go ON UK.

Specially-trained store colleagues will help participants learn the basics of how to use a tablet, connect to and surf the internet, use a search engine, set up email, stay safe online and more. The workshops will run from 25th October to mid-January 2015, in 120 communities across the UK.