This week Argos will launch an ambitious new Spring Summer advertising campaign which no brand has ever done before - the first with a brand new, date-stamped unique advert launching every day for 80 days across 10 consecutive weeks.
Breaking on Friday 7th April, the ‘80 Days of Argos’ campaign, developed by CHI&Partners, is made up of a series of unique, 10-second spots, celebrating how customers can truly ‘seize today’, every day, with Argos throughout Spring and Summer by using Fast Track delivery. The market-leading service offers four same-day delivery time slots, including evenings, seven days a week for just £3.95.
Drawing inspiration from real-world events and dates in the nation’s calendar, from the London Marathon to Wimbledon, as well as responding to the Great British weather, the campaign aims to encourage viewers to make the most of each day by getting what they want delivered today, reflecting the wants of the nation.
The campaign will spotlight the top products shoppers can order and receive on the same day with Argos. These include the new Nintendo Switch, Beats headphones, Sony TVs, Dyson fans and outdoor goods such as bikes, paddling pools and barbecues.
Each new execution will use the products as a focal point to celebrate that day’s date in a visually creative way – such as chattering Furbies, troll dolls having a blow-dry, a TV cinema drive in and cats typing on laptops – all set against the characteristic ‘white world’ backdrop of previous Argos campaigns.
Dan Elton, Brand, Strategy and Marketing Planning Director at Argos, said: “This campaign celebrates everything that makes Argos great – the market-leading same-day delivery which sets us apart from competitors, the playful tone to surprise and delight customers, and focus on the vast range of fantastic brands and products we offer.
“We hope the campaign inspires customers everywhere to seize the day and make the most of the Spring and Summer, whether that’s getting a paddling pool for the kids to enjoy a sunny day, a new TV to watch the Champions League final or a tent for Glastonbury.
Dan Elton continued: “It also reflects the people involved in making it happen – innovative, creative and totally customer-focused. I’m very proud of the Argos, CHI and Mindshare teams who have contributed to this campaign.”
Running across TV, VOD and digital, social media and in-store screens, the campaign bought by Mindshare, marks a TV media first: 80 unique pieces of copy within one campaign all running with a different date called out.
It will be supported by a responsive digital engagement campaign from AllTogetherNow – including an influencer marketing campaign in which social media stars set their fans a series of same-day challenges which can only be achieved using Argos Fast Track.
Yan Elliott, Joint Executive Creative Director at CHI&Partners, said “Argos has something worth shouting about – order something by 6pm and you still get it that day – that’s pretty amazing. So we made a pretty amazing amount of ads to celebrate it. Each one runs for a day – each features a different product. This campaign features everything you might possibly want over the Spring and Summer inspiring you to ‘Get it today’.”