GrowthOps business, AJF Partnership, won a Silver Effie in seasonal marketing and a Bronze Effie in retail, at the 2019 APAC Effie Awards.

AJF Partnership is the only Australian agency to ever win the grand Effie twice, and last year also won a silver and bronze in the Australian Effie awards for campaigns for Officeworks. AJF has now won four Effies since joining forces with growth services partner, GrowthOps.

Running throughout June 2018, AJF’s award-winning campaign communicated that almost everything at Officeworks could be tax deductible by inventing a portmanteau of ‘EOFY’ and ‘everything’, ‘EOFYTHING’.

The campaign delivered record sales and helped realise Officeworks’ best EOFY campaign on record.

AJF Partnership executive creative director, Andrew Foote described the campaign as risky, as no one had ever heard the word EOFYTHING.

Foote said: “We knew we needed to build meaning around it and educate our audience through repetition.

“It was a simple campaign idea that could get our client the cut-through they needed, in a highly crowded, competitive and shouty market.

“By using unique language as the hero of our campaign, we were able to become distinctive and memorable.”

He added: “We launched with a piece of film that spread the word, again and again, to help our audience understand the fact that EOFYTHING at Officeworks could be tax deductible.

“To also spread the word EOFYTHING into common vernacular, we worked closely with media agency, Initiative, to select a range of secondary channels, such as outdoor, press and digital.

“Working with Officeworks, a long-term client, who is results driven but also bold, allowed us the scope to develop the campaign.

“All agencies and our client worked together seamlessly to produce this fantastic result.”

Officeworks acting marketing manager, Alex Staley said: “We are very results focused at Officeworks and continually challenge AJF to challenge us and our approach to campaigns.

“The end of financial year trading period is critical to our business, and the EOFYTHING campaign delivered solid growth and cut through the competitive noise in the marketplace.”

Foote added: “We also developed a partnership with tax accounting firm H&R Block to leverage their credibility and expert advice during end of financial year.

“The partnership featured a series of tax advice sessions hosted in stores across the country, a content series with helpful tax tips featured in press, catalogues and social, and a tax calculator that helped our audience estimate tax deductions through Officeworks’ product range.”

The highly coveted 2019 APAC Effie Awards were revealed at a prestigious celebration, held last night in Singapore.

The awards honour the region’s best works and the teams behind these outstanding campaigns.