Officeworks has kicked off its ‘back to school’ marketing assault with a campaign that asks young children what they want to be when they grow up.

The campaign, created by Melbourne’s AJF Partnership, aims to highlight Officeworks’ position as the “one stop school shop”.

The launch of ‘When I grow up’ coincides with the introduction of an online school list service. Parents will be able to select a school’s stationery list online, or submit one if it is not available, and the items can be picked and packed for collection in-store or delievery.

The integrated campaign launched on December 30 and will run through until February 16.

The retailer has also extended its every day 5% lowest price guarantee by promising to beat the price of any identical stocked item on a quoted booklist by a further 5%, bringing the total discount to 10%.

“The Back to School period is such an important one for parents and students as they look to set themselves up with the right tools for success at school in the new year. Through our Back to School campaign we are showing parents how we are making it easy for them to support their kids’ ideas, goals and projects, no matter how big or small,” said Karl Winther, Officeworks National Marketing Manager.

Campaign collotarel includes TVCs, sponsorship of Seven’s Australian Open broadcast, cinema, radio, press, outdoor and digital display advertising.

It also includes PR and a social media campaign.

Officeworks has also  partnered with The Smith Family for the Officeworks Back to School Appeal and is encouraging Australians to drop off new school supplies or make a donation with all contributions going to the charity’s Learning for Life program.

http://www.youtube.com/watch?v=Evmpa3BDsjY

CREDITS: CLIENT: Officeworks CREATIVE: AJF Partnership MEDIA: Initiative PR: Haystac DIGITAL: DT SEARCH: Columbus