Officeworks has everything for growing minds in latest back to school TVC via AJF Partnership

The Back to School season is upon us and Officeworks is getting in the spirit by launching ‘Everything for Growing Minds’, a proposition that was first launched in 2015 with great success.

The integrated marketing activity created by AJF Partnership, aims to bring to life the crucial role school supplies play in children’s lives, helping them learn and grow into their full potential during their school journey.

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As part of the activity kicking off today, a 30 second TVC highlights the school journey showing a schoolgirl starting her first day of prep, through to her final year 12 exam, reinforcing the important role that Officeworks – and its wide range of back to school essentials – play along the way.

The marketing extends to print, radio, outdoor, catalogue, cinema and digital display, with the intention of driving customers to the retailer’s 163 stores nationally and also online to its back to school destination, where a range of helpful articles and videos help parents and kids get ready for the new school year.

Says Karl Winther, national marketing manager, Officeworks: “Heading back to school is often an exciting and busy time for kids and parents. Officeworks wants to shine a light on the crucial role school supplies play in children’s education journey and help them prepare for the school year ahead by offering the lowest prices, widest range and great service.

“Our marketing activity seeks to inspire parents to see the Back to School shop as an important part of helping their child’s development, hero-ing the role school supplies play in bringing out the best in their child.”

SEM, CRM, social media and in-store experience round out the marketing activity, as well as PR, which sees a number of initiatives roll out including consumer research, local media relations, product placement and spokesperson and blogger engagement.

Parents can save both time and money with the retailer continuing to offer its successful free School List Service where parents can submit their school list in-store or online. Parents will also be guaranteed 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 per cent (T&Cs apply). Officeworks will also trade until midnight in late January.

This year Officeworks’ has evolved its handy Tech Selector tool, which helps parents navigate their child’s school tech requirements and select the best device based on school requirements and budget.

The retailer will once again be supporting Australian charity The Smith Family by fundraising for its Back to School Appeal for the fourth year, aiming to collect over $100,000 among its 163 stores nationally and online. With one in seven children and young people are living in poverty across Australia, the Back to School Appeal helps disadvantaged young Australians to get the most out of their education. The fundraiser remains an integral part of Officeworks’ annual Back to School campaign.

Creative: AJF Partnership

Performance Marketing and Social Media: Columbus