The campaign features 80 date-stamped TV spots that will run across 10 weeks.
Argos is claiming a world first with the launch of a campaign that will see it run 80 time-stamped TV campaigns over 100 days, as it looks to promote the breadth of products it sells and the fact it offers same-day delivery up until 6pm. The campaign, which starts on the 7th April, will see Argos run a series of 10-second spots aimed under the strapline ‘Want it, get it’ as part of its wider ‘Go Argos’ brand positioning. Each ad will feature a different product or range of products, including toys.
To decide which products to feature, Argos has taken a lead from real-world events: for example, on the 4th May it will showcase Star Wars merchandise. It also used its own sales and search data, as well as data from Google, Facebook and Twitter to decide which products to promote when. There is also some flexibility on which ad will be shown when; there are some weather-dependent spots for paddling pools that will apparently show when the weather is appropriate.
The campaign is the first conceived and executed since Argos was bought by Sainsbury’s six months ago. So far, Argos has opened 46 concessions in Sainsbury’s stores and speaking at an event to launch the new campaign, Argos CEO John Rogers professed himself “very pleased with the results so far”. For the 10 stores open for more than a year, sales are up by double-digit figures year on year, while at those open for six months, sales are said to be between 15% and 20% ahead of expectations.