We were briefed to create a single 30-second ad to run during Spring/Summer 2017. However, a ground-breaking service requires a ground-breaking idea.

So we created 80 individually crafted, ten second films. Each was unique and ran for just one day, with a bespoke stamp of that day’s date; an advertising first. Each ad featured an Argos product that you could get delivered that day. And they all communicated one simple message: Want it today. Get it today.

Data informed the strategy, with research indicating that focusing on the functional offering of Same Day Delivery was a message that the public would find compelling. But it went much further. A unique blend of Argos’s sales, search and social data informed every one of the 80 creative executions, making them as relevant as possible to the public’s interests on each day of Spring/Summer. Data helped us match products to relevant events and seasons. Then, using media data, we targeted online executions at people searching for matching content.

The campaign used Argos’ massive data bank like never before to make the brand relevant each moment of Spring/Summer, proving, in an innovative way, that Argos enables consumers to ‘own today’.

Argos’ sales, search and social data informed every aspect of our campaign.

The ads were built around products; hamsters raving by Bose speakers, a Troll having a Babyliss blow dry, and so on. However, in order to be true to the ‘Want it today. Get it today’ idea, the products had to be ones that the public wanted on each day of the campaign, reinforcing Argos’s constant relevance.

Using a bespoke analysis of Argos’s sales, search and social data, we selected the products according to what the data predicted would be popular on the ad’s air-date. But people’s wants and desires aren’t fixed, so our campaign had to be able to adapt. Our always-on data allowed us to quickly react to changing public demand. For instance, when the heat wave hit, we learned that people wanted fans and paddling pools, so they featured in the ads. Then we targeted films at people according to search data (like Fitbits for people searching for London Marathon).

Our data ensured that Argos was relevant to each moment of Spring/Summer, proving that Argos enables consumers to ‘own today’.

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.

Argos can do something no other retailer can: order by 6pm and Argos will deliver TODAY. Nationwide.

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

Argos’ huge untapped bank of data informed our strategy, inspired our creative idea and impacted every execution. Data predicted which products should be in which ad, when to run each ad and who to target them at.

As one of the UK’s largest online retailers, Argos has a huge bank of data at its fingertips. We wanted to tap into this resource and create the most relevant, reactive and targeted campaign the UK had ever seen.

Argos’ sales data told us which products were the highest selling in previous years. Their social data proved which events were most popular in our customers’ calendars. And search data showed what our customers were most interested in right now.

By combining these metrics we made the Want It Today/Get message relevant, targeted and reactive in each one of our 80 films. Data predicted which products should be in each ad, when to run each ad and who to target them at. This ensured we stayed relevant and interesting across the Spring/Summer period, proving that Argos is a truly modern retailer.

To adapt to the changing retail landscape, Argos is on a journey of transformation, evolving from the nostalgic catalogue king to a modern, dynamic, omnichannel super-retailer.

Since 2014, their ‘Go Argos’ campaigns have injected energy, dynamism and speed into the brand. They’ve championed their innovative service propositions and have increased their relevance in customers’ lives.

Argos has accelerated past other retailers with their Same Day Delivery service: order by 6pm and Argos will deliver TODAY. Nationwide.

The trouble was, we needed to create a campaign that aligned perceptions with the reality of Argos’s services. We needed to prove Argos’s relevance to people’s lives. It had to get people using Same Day Delivery by demonstrating, in a compelling way, that Argos enables consumers to own today like never before.

This ground-breaking data-driven campaign helped confirm Argos’ place as a modern retailer and kept executions fresh over the full 80 days.