Officeworks launches new 'Make Bigger Things Happen' creative campaign via AJF Partnership

Screen Shot 2018-02-06 at 8.11.49 am.jpgOfficeworks has launched its new campaign and tagline 'Make Bigger Things Happen' via AJF Partnership, which is supported by radio, outdoor, catalogue, press, magazine, direct marketing, digital advertising and in-store activity across the month of February.

The leading retailer has evolved its tagline to better connect with customers, focused on the benefit Officeworks provides them through its price, range and service offer, every day.

VIEW THE MAKE BIGGER THINGS HAPPEN SPOT
VIEW THE CLICK & COLLECT SPOT
VIEW THE FREE NEXT DAY DELIVERY SPOT
Screen Shot 2018-02-06 at 8.12.02 am.jpgSays Karl Winther, national marketing manager, Officeworks: "More than any other brand asset, a tagline reinforces a brand's positioning. It sums up what the brand is all about to its customers and is the essence of what the brand is trying to communicate.

"The new tagline brings to the forefront the true customer benefit of everything that Officeworks does to support our customers' ambitions, whether they're in business, on their education journey, working from home or pursuing hobbies.

"It reinforces that we're here to support them with our wide range of products at low prices and great service, empowering them to make bigger things happen. It's our promise to our customers, and encouragement to spur them on their journey."

The new tagline was launched in conjunction with other communications focused on Officeworks' every channel services capability, highlighting some of the ways

These include same day delivery, free next day delivery, free two-hour Click & Collect and stores' extended trading hours, as well as its revamped Price Beat Guarantee.

Creative: AJF Partnership
Media: Initiative
Digital, Content, Performance Marketing and Social
Media: Columbus
PR: Haystac
CRM: AKQA and Track
UX: Tribal

5 Comments

A said:

For fucks sake, it's stationery and office supplies.

What is it with brands having an obsession about existing for some higher purpose?

common f'up said:

Most people mistake purpose led comms for values-driven.

What is the purpose of stationary in peoples lives, really?

Speedometer said:

SO MUCH SLOWWWWWWWWW MOTION ZZZ

qt3.14 said:

Ok, it's shit, but Officeworks has been trending downwards ever since that kid in his trolley-jail.

@common f'up: Agree, they should be focusing on value-driven, not values-driven.

The line 'Make bigger things happen' is so lofty and nebulous it's hilarious.

Planner said:

Yep, awful strategy. They have fallen for their own bull.

Officeworks don't make bigger things happen, they stop bad things happening.

That'll be $20k please.

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