Sainsbury’s-owned Argos has emphasised its convenience credentials in a new 80-day ad campaign that hits screens later this week.
The marketing campaign, dubbed the 80 days of Argos, aims to drive home its same-day delivery proposition and the scope of its product range.
Kicking off on April 7, Argos is set to run 80 bespoke ads over 10 weeks, each featuring a different product.
The 10-second spots, based on predictive data, push specific items on days they are likely to be in high demand.
Argos has championed its same-day delivery by date-stamping each individual ad and using the line, ‘Ordered by 6pm, delivered today’.
Argos chief executive John Rogers described the campaign created by CHI&Partners as a “world first” because it puts relevant products in front of customers on any given day.
“We think it’s really going to resonate with customers,” he said.
‘80 days of Argos’ is the first campaign the retailer has launched since it was acquired by Sainsbury’s.
The grocery giant is in the process of installing Argos concessions into its supermarkets “at pace”, Rogers said.
Sainsbury’s also took over Home Retail Group’s homewares retailer Habitat, which unveiled its latest TV campaign earlier this week.
Argos brand, strategy and marketing planning director Dan Elton said: “This campaign celebrates everything that makes Argos great – the market-leading same-day delivery which sets us apart from competitors, the playful tone to surprise and delight customers, and focus on the vast range of fantastic brands and products we offer.
“We hope the campaign inspires customers everywhere to seize the day and make the most of the spring and summer, whether that’s getting a paddling pool for the kids to enjoy a sunny day, a new TV to watch the Champions League final or a tent for Glastonbury.”
Argos outshone its parent in its fourth quarter, generating a 4.3% uplift in like-for-like sales.