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.

The campaign was huge. Not only were there 80 separate pieces of copy for TV but we also created 80 digital versions which ran across VOD, social and digital channels, creating an unmissable web of content each and every day.

This brave TV strategy enabled us to stay on air for much longer than a traditional campaign. The campaign received over 111 hours of airtime, delivering over 500 million impacts on TV, with the average person seeing the campaign 20 times, a +300% increase on average.

The short-form format enabled us to use our budget more efficiently on TV and enabled perfect integration into social. We saw improved retention rates, with the majority of users seeing 40-70% of each ad (compared to a typical 12.5% retention). This meant that our key messaging was delivered to and seen by millions of users, giving ’80 Days of Argos’ a competitive edge against longer ads.

The campaign significantly increased perceptions that Argos understands customer needs (77% +9% points YOY). Perceptions of Argos as the ‘fastest way to shop’ grew by +8% points YOY and 19% of new customer’s transactions used Same Day Delivery.

We broke the conventions of traditional TV advertising, creating 80 new, bespoke, date-stamped films every day over Spring/Summer 2017.

80 Days of Argos was unlike any campaign to come before it. And we needed a media strategy to match. 80 individual films, each running for just one day, meant that rather than buying in a block we had to buy by the day - something TV stations had never seen before.

Using the same media budget as previous campaigns in a smarter way we ensured people saw the spots every day, building the Same Day delivery story.

The campaign ran across TV, VOD, social and digital, including daily updates on argos.co.uk.

Since there was a completely new ad every day, seeing just one film wasn’t enough. We had to ensure people saw the message over and over to build across the season.

To increase impact we targeted films at people according to their search data (like Fitbits for people searching ‘London Marathon’) and upweighted the ad spend to react to popular events like Star Wars day.

Our budget was the same as it would have been for a traditional campaign of 30 second ads, but we gained efficiencies by buying ten second spots instead. Adjusting the second length and phasing enabled the campaign to air for 80 days for the same budget.

Our strategy ensured that Argos was relevant to each moment of Spring/Summer, proving, in an innovative way, that Argos enables consumers to ‘own today’.

Many retailers talk about ‘fast’, but Argos is faster than fast. Order before 6pm and Argos will deliver to you today. Nationwide.

Trouble was, no-one believed it. We had to show the British public that Argos owned today like never before.

So we created ‘80 Days of Argos’; 80 individually crafted ten second films that each ran for just one day. Every ad had the day’s date and a product that you could get that day, all shot in camera. It’s the first campaign to run a date-stamped ad every day.

A ground-breaking campaign needed a ground-breaking media strategy. Using the same media budget as previous campaigns, we had to be smart with our buying to ensure people saw the spots every day to build the Same Day delivery story.