Campaign encouraged customers to ‘seize the day’ with Argos’ with ads inspired by real-world events and dates in the nation’s calendar
The&Partnership London is tonight celebrating winning a Gold Media Lion for Excellence in Media Execution, for its ‘80 Days of Argos’ work, which ran last spring and summer.
The campaign – which encouraged customers to ‘seize the day’ with Argos’ market-leading Fast Track and Same Day Delivery Service – was the world’s first campaign to feature a unique, date-stamped advert every day for 10 consecutive weeks.
With each 10-second ad inspired by real-world events and dates in the nation’s calendar, as well as responding to consumer data and the Great British weather, the campaign used smart production and clever execution to build the date into the action taking place in the ad.
Flexing responsively around topical events, ‘80 Days of Argos’ included executions such as a Snap Election Special featuring Habitat seats, with the caption “Want Seats? Get Seats”; a Pride Special featuring Argos’ range of premium-branded tablets; and a ‘Princess Charlotte’ Special for Princess Charlotte’s birthday.
Yan Elliott, Joint Executive Creative Director at The&Partnership London, said: “We’re so proud of this win, for a truly ambitious campaign which combined smart PR ideas and clever use of media and audience data to show off the incredible range of products available through Argos’ Same Day Service.
“It was a mammoth piece of work, involving creative, production, planning and account handling working tirelessly and seamlessly together to turn round responsive executions at speed – but it was so worth it. We couldn’t be more chuffed.”
Dan Elton, Brand Director at Argos, said: “This is a hugely well-deserved win for the team at The&Partnership and this tour de force of a campaign. Congratulations to all of them – they certainly put in the hard work getting here and we’ll be celebrating together. Here’s to many more Lions together.”