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.
CREDITS: CLIENT: Officeworks CREATIVE: AJF Partnership MEDIA: Initiative PR: Haystac DIGITAL: DT SEARCH: Columbus
Please login with linkedin to comment
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]