Officeworks kicks off 2018 back to school campaign with new TVC via AJF Partnership

Officeworks has unveiled its 2018 Back to School campaign with a new TVC via AJF Partnership, Melbourne, showing how school is more than mastering writing, reading and arithmetic – it’s about growth. The new TVC shows a child’s education journey from a parent’s perspective, watching them quickly develop resilience, confidence, friendships and dreams as they take their first school step. 

This new 45 sec TVC aims to connect with parents on an emotional level , and complements an additional layer of activity which focuses on being ‘Back to School Smart’, inspiring parents to turn to Officeworks for essential school supplies and  service, at the prices they need to facilitate their children’s education journey in 2018 and beyond. 

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As parents prepare for the school year, price and convenience remain highly important purchase drivers and the ‘Back to School Smart’ activity brings to life how Officeworks helps parents can save time, money and stress by doing their back to school shop at Officeworks.

The broader integrated marketing activity comes to life in print, radio, outdoor, catalogue, SEM, CRM, social media, PR, online, content marketing and cinema, aiming to drive customers in-store and online where there is support for both parents and students. 

Says Officeworks National Marketing Manager Karl Winther: “We believe in the power of education and want to set children across the country up with the essentials to help them make bigger things happen.

“Recognising this can be a stressful time for many parents; Officeworks provides superior value by offering the widest range of school supplies at low prices, backed by our Parents Price Promise. We also provide a number of helpful services such as our free School List Service, free delivery or 2-hour click and collect and extended store trading hours, helping parents make their back to school shop easy.” he said.

Two brand new initiatives introduced this year, set to make parents lives even easier include: 

A School List Decoder which deciphers commonly misunderstood products on booklists; Payment solution Afterpay, which will help parents doing school supplies shopping online, manage their cash flow for the back to school shop.

Parents can also feel better about purchasing their back to school supplies with Officeworks’ Restoring Australia initiative, which sees two trees for every one used, based on the weight of paper based products customers buy at Officeworks. 

Available only at Officeworks, the free School List Service does the hard work for parents, allowing them to submit their school list in-store or online and then receive a text when it’s packed and ready to be collected. 

For the fifth year, Officeworks will be supporting The Smith Family through its Back to School Appeal with an ambitious fundraising target of $300,000 driven through online donations and in the retailer’s 165 stores. The Officeworks Back to School Appeal aims to help build a better future for children in Australia.

View the back to school online destination. 

Agency: AJF Partnership, Melbourne

Art Director: Dillon McKenna

Director: Rob Stanton-Cook

Media: Initiative

Digital, Content, Performance Marketing and Social Media: Columbus

PR: Haystac

CRM: AKQA and Track

UX: Tribal