Officeworks launches its new ‘Let their Amazing Out’ back to school campaign via AJF Partnership
Officeworks has kicked off the back to school season by launching its new campaign, Let their amazing out, via AJF Partnership, featuring a range of TVCs and a media and content partnership with Seven West Media.
The ‘Let their Amazing Out’ campaign brings Officeworks’ ‘One Stop School Shop’ proposition to life. The brand campaign aims to equip kids with school supplies to help let their amazing out.
Using clever composition to visually represent kids’ amazing ideas, thinking and inspiration bursting out of their minds, the new 15 and 30 second TVCs reinforce Officeworks’ promise to have everything to facilitate big thinking for all students.
The Seven West Media video content, which creatively captures four different scenarios of children being truly amazing, will roll out across Yahoo!7’s online platforms with a consumer promotion encouraging parents to share their child’s amazing moments to the #AmazingMomentsComp hashtag in a bid to win a $2,500 back to school prize pack. View the competition here.
Says Karl Winther, national marketing manager, Officeworks: “We’re dedicated to helping students ‘let their amazing out’ and want them to have the best school year possible – this campaign really brings that to life.”
“The back to school period can be a stressful for parents, but it’s where we set our kids up for success. At Officeworks, we strive to ensure parents have a stress-free retail experience with the lowest prices on the widest range of back to school supplies.”
To help parents and children let their amazing out, the retailer has engaged positive psychologist Michelle McQuaid and tech expert Trevor Long as this year’s Back to School spokespeople, providing parents and students with practical tips and advice to set help let their amazing out in the new school year.
PR and social media will complement activity and Back to School product essentials will be showcased on the brand’s Instagram, YouTube and Facebook profiles, providing inspiration for students of all ages.
Officeworks’ free cognitive learning app, Growing Minds, has been updated with a range of new features to provide educational based brain workouts, not only improving memory and attention span but challenging children’s aptitude and knowledge across Mathematics, English and Science all year round.
Keeping time efficiency and convenience front of mind for parents, the retailer will continue its successful free School List Service. Customers can submit their school list in-store and online nd receive a phone call or SMS when their items have been picked and packed by Officeworks team members.
Parents can be assured they will receive the best prices on back to school essentials with Officeworks’ Parents’ Price Promise that runs until the end of January. If parents find an identical stocked item on their child’s school list at a lower price, Officeworks will beat it by 20%.
The Back to School campaign will also roll out locally with stores supporting The Smith Family children’s charity by fundraising for its Back to School Appeal to help disadvantaged young Australians to get the most out of their education. With store targets and community activities planned, it’s set to be the biggest fundraising year yet.
Finally, Officeworks has recently been announced as the exclusive stockist of Yoobi, a vibrant, colourful range of stationery supplies for school, home or office. As part of the partnership, Yoobi is giving back to the community with a Yoobi school item donated to The Smith Family for every Yoobi product purchased during the year.
Creative: AJF Partnership
Media: Initiative
Digital: DT
PR: Haystac
Social: Mango
Search: Columbus
CRM: Rapp
11 Comments
Using a boring adjective as a noun is getting old. Find your brilliant, find wonderful, etc, etc. I know there’s a thousand more, but I can’t think this morning. Probably the state of the copywriters when they wrote this one.
Totally ripping off Tip Top Feed their Amazingness, just with a more tenuous link to product, and lacking the charm.
With so many ‘partners’ involved and them all worrying about what slice of the budget they’ll get its litttle wonder no one is thinking too hard about the campaign idea.
Come on Mr or Ms CMO – how many opinions can you really consider?
If it ain’t broke. Don’t try.
I think i just vomited in my mouth a little.
The main spot is beautifully shot, well executed, I like it. ‘Let their Amazing out’ as an idea totally works. Of course there’s similar campaigns out there, there always is.
A well shot, well executed campaign reaching a broad demographic that will be successful for sales of product.
It’s a TV campaign for pencil cases, nobody cares. Move along, nothing to see here.
Hey reality,
Yup. It is about as boring product as you can get. I guess that means you don’t have kids and only work on massive beer campaigns then? LUCKY YOU.
First, credit should go to these guys for not doing price points and shoutiness and seeking an idea to sell their boring products.
Second, when you are a parent – you might be depressed to find that pencil cases and stuff for your kid’s education is more interesting than beer.
A damn sight better than the launch AJF campaign set in-store with that annoying worker with the fringe lower than her eyes! Nicely done.
That rocket kid is too cute…