diff --git a/features/api/command/run_simple.feature b/features/api/command/run_simple.feature
index 795cf7843..1057f89f3 100644
--- a/features/api/command/run_simple.feature
+++ b/features/api/command/run_simple.feature
@@ -8,7 +8,7 @@ Feature: Run command
     Given this option is `true`, `aruba` fails if the `command` fails to run - exit code <> 0.
 
     For all other options see [run.feature](run.feature).
-    
+
   Background:
     Given I use a fixture named "cli-app"
 
@@ -107,7 +107,7 @@ Feature: Run command
     Given an executable named "bin/cli" with:
     """bash
     #!/usr/bin/env bash
- 
+
     function initialize_script {
       sleep 2
     }
@@ -205,3 +205,38 @@ Feature: Run command
     """
     When I run `rspec`
     Then the specs should all pass
+
+  Scenario: Activate announcer channels on failure
+
+    Given an executable named "bin/cli" with:
+    """bash
+    #!/bin/bash
+    echo "Hello, I'm STDOUT"
+    echo "Hello, I'm STDERR" 1>&2
+    exit 1
+    """
+    And a file named "spec/run_spec.rb" with:
+    """ruby
+    require 'spec_helper'
+
+    Aruba.configure do |config|
+      config.activate_announcer_on_command_failure = [:stdout, :stderr]
+    end
+
+    RSpec.describe 'Run command', :type => :aruba do
+      it { expect { run_simple('cli', :fail_on_error => true) }.to_not raise_error }
+    end
+    """
+    When I run `rspec`
+    Then the specs should not pass
+    And the output should contain:
+    """
+    <<-STDOUT
+    Hello, I'm STDOUT
+
+    STDOUT
+    <<-STDERR
+    Hello, I'm STDERR
+
+    STDERR
+    """
diff --git a/features/configuration/activate_announcer_on_command_failure.feature b/features/configuration/activate_announcer_on_command_failure.feature
new file mode 100644
index 000000000..49c82455d
--- /dev/null
+++ b/features/configuration/activate_announcer_on_command_failure.feature
@@ -0,0 +1,38 @@
+Feature: Configure announcer activation on command failure
+
+  As a developer
+  I want to configure which announcers should get activated on command failure
+  In order to understand what caused a command to fail
+
+  Background:
+    Given I use the fixture "cli-app"
+
+  Scenario: Default value
+    Given a file named "features/support/aruba.rb" with:
+    """ruby
+    Aruba.configure do |config|
+      puts %(The default value is "#{config.activate_announcer_on_command_failure}")
+    end
+    """
+    When I successfully run `cucumber`
+    Then the output should contain:
+    """ruby
+    The default value is "[]"
+    """
+
+  Scenario: Modify value
+    Given a file named "features/support/aruba.rb" with:
+    """ruby
+    Aruba.configure do |config|
+      config.activate_announcer_on_command_failure = [:foo, :bar]
+    end
+
+    Aruba.configure do |config|
+      puts %(The value is "#{config.activate_announcer_on_command_failure}")
+    end
+    """
+    Then I successfully run `cucumber`
+    Then the output should contain:
+    """
+    The value is "[:foo, :bar]"
+    """
diff --git a/lib/aruba/api/command.rb b/lib/aruba/api/command.rb
index 2db08e594..adeceb0a9 100644
--- a/lib/aruba/api/command.rb
+++ b/lib/aruba/api/command.rb
@@ -277,8 +277,13 @@ def run_simple(*args)
         end
 
         if fail_on_error
-          expect(command).to have_finished_in_time
-          expect(command).to be_successfully_executed
+          begin
+            expect(command).to have_finished_in_time
+            expect(command).to be_successfully_executed
+          rescue RSpec::Expectations::ExpectationNotMetError => e
+            aruba.announcer.activate(aruba.config.activate_announcer_on_command_failure)
+            raise e
+          end
         end
       end
       # rubocop:enable Metrics/CyclomaticComplexity
diff --git a/lib/aruba/config.rb b/lib/aruba/config.rb
index 493fc075c..487a3c418 100644
--- a/lib/aruba/config.rb
+++ b/lib/aruba/config.rb
@@ -26,9 +26,9 @@ class Configuration < BasicConfiguration
     option_accessor :working_directory, :contract => { Aruba::Contracts::RelativePath => Aruba::Contracts::RelativePath }, :default => 'tmp/aruba'
 
     if RUBY_VERSION < '1.9'
-      option_reader   :fixtures_path_prefix, :contract => { None => String }, :default => '%'
+      option_reader :fixtures_path_prefix, :contract => { None => String }, :default => '%'
     else
-      option_reader   :fixtures_path_prefix, :contract => { None => String }, :default => ?%
+      option_reader :fixtures_path_prefix, :contract => { None => String }, :default => ?%
     end
 
     option_accessor :exit_timeout, :contract => { Num => Num }, :default => 15
@@ -64,6 +64,8 @@ class Configuration < BasicConfiguration
 
     option_accessor :physical_block_size, :contract => { Aruba::Contracts::IsPowerOfTwo => Aruba::Contracts::IsPowerOfTwo }, :default => 512
     option_accessor :console_history_file, :contract => { String => String }, :default => '~/.aruba_history'
+
+    option_accessor :activate_announcer_on_command_failure, :contract => { ArrayOf[Symbol] => ArrayOf[Symbol] }, :default => []
   end
 end