Campaign details

Brand: Argos
Client: Argos
Agency: The&Partnership

Summary

By early 2017, Argos had been championing the speed of its market-leading Same Day Delivery service in brand communications for the best part of two years. Yet due to hard held beliefs and the nation's nostalgic love of the catalogue, it had been a challenge to radically shift perceptions of the brand.

To embed Argos as a modern retailer that understands its customers' needs, we took our strategy up a gear for Spring Summer 2017: rather than just talking about being 'fast', we set out to 'own today,' ultimately creating a big, bold and bionic data-led campaign that turned traditional TV advertising on its head.

For instead of developing a typical 30" TV campaign, we created 80 unique date-stamped 10" ads for individual days of Spring and Summer and, in an industry-first, we updated them daily across TV, VOD, social and digital channels.