We wanted to convince people that if you wanted something from Argos today, you could get it today. So instead of making one 30 second film, we created a campaign of 80 individually crafted ten second films that each ran for just one day. Every ad displayed the day’s date, using a product that you could get that day, all shot in camera. It’s the first campaign to run a new, date-stamped film every day for the entire campaign.

Each product was chosen using Argos’ sales, search and social data to predict what would be popular on that day, like Fitbits for the London Marathon, paddling pools for last minute heatwaves and a snap ad selling ‘seats’ for the snap election.

The whole campaign was created using the same budget as a traditional 30 second ad. And all ads communicated one simple message: Want it today, get it today.

Buying and delivering a campaign based on individual day specific requirements was an industry-first. In an unprecedented move, the campaign required a day-by-day buying approach and bespoke briefings to the TV stations, as the 80 days were essentially booked as 80 individual days – not something the stations had ever seen.

Ads were updated daily across all mediums and targeted at people interested in that day’s product on YouTube and Facebook using our bank of sales, search and social data.

Buying media by the day allowed us the flexibility to upweight ratings on days we knew would be popular, like Star Wars Day, on Bank Holidays or during half term We reacted to real time events like heat waves and the snap general election, often updating copy at the very last minute.

This was a big undertaking, but one that got huge results.

The Go Argos campaign, which had run from 2014, had significantly altered perceptions of Argos as a brand. But thanks to data’s influence on both the big and small aspects of this campaign, we took perceptions to the next level.

By using data to be more relevant than ever, the campaign significantly increased perceptions that Argos understands customer needs, up +9% points on the Go Argos average. There were also big jumps in people considering Argos as modern and up-to-date; up +9% points on the same time last year. Perceptions of Argos as ‘the fastest way to shop’ increased by +8% points YOY too.

Consequently, persuasion to shop reached new highs, with over 6 in 10 saying that it made them more likely to shop at Argos – a whopping +18% points increase on the same time last year.

All in 80 days’ work.

This drove huge business results too. So huge that they’re confidential. Take a look at the next section – or take our word for it.