Argentine back to school is bought in February with money that arrived in December. That gap between income and spending is the key to the campaign: the family plans, compares and stretches, and the content that helps them stretch is what sells.

A list that rules

The school hands over a specific list and the purchase organises itself around it. The most useful content is not aspirational, it is functional: which notebook is required, which backpack survives the weight, what lasts until December. Solving the list is solving the problem.

Durability before price

In a context of shifting prices, the convincing argument is not the cheapest but the one that reaches year end. A backpack that breaks in June forces two purchases, and everybody knows it. Showing real use after a few months is the hardest content to obtain and the best selling here.

Instalments and bank promotions

As across the rest of the calendar, financing is part of the decision. Saying how many instalments there are and with which bank, without small print, speeds up purchases in a category where a family's total basket is large.

Film in December

By February it is too late and in January half the country is on holiday. Material has to be ready before the holidays, which means commissioning in November or early December. It is one of the campaigns where planning shows most clearly.

Two audiences and one budget

The adult decides and the child asks. As in every family campaign, keep separate pieces: one talking about durability and price, another the child likes. And a third, the one almost nobody makes, showing the product already used months later.

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Frequently asked questions

When does buying happen?

In February, with December money.

Which argument wins?

Durability, not the lowest price.

When should we film?

In December, before the holidays.

Which piece is always missing?

The product used several months later.