Officeworks showcases education through the eyes of a parent in new spot via AJF Partnership

Officeworks has unveiled its 2019 Back to School campaign via AJF Partnership, with an integrated marketing approach that sees an emotional TVC showcasing education through the eyes of a parent, complemented by a layer of marketing activity that encourages customers to be ‘Back to School Smart’.

The 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 – demonstrating that school is more than mastering writing, reading and arithmetic – it’s about growth.

VIEW THE SPOT

While the other layer of communications encourages parents to let Officeworks do all the work for them when it comes to school supplies shopping, saving themselves precious time and money as a result.

Says Simon Davenport, national advertising and communications manager, Officeworks: “We know price is a big consideration for many families as they prepare for the new school year, so for us it’s about reminding them that we can support their child’s education journey by being the home of the essential school supplies they need, all at low prices.”

Parents can rest 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 a lower price on an identical stocked item on an official school list, Officeworks will beat it by 20 per cent (T&Cs apply).

The leading retailer offers a number of convenient services to help make the back to school shop even easier. 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.

Off the back of a successful 2018 campaign, the media strategy continues with an alignment to news programming, including a continuation of the Nine News integration, and new this year, integration with The Project on Network Ten, supported by activity within Big Bash. Advertising will be in market across TV, online TV, OOH, radio, cinema, digital and press.

There is also a continued focus on supporting the increasing number of parents doing their shop online, to find everything on their school list in an easy-to-navigate online destination. It also features a refreshed book list decoder, updated with even more products to help parents take the guess-work out of their child’s school list, which is built mobile-first so parents can use whilst shopping in-store.

For the sixth year, Officeworks is supporting The Smith Family through its Back to School Appeal with an ambitious fundraising target of $624,000 and sponsorship of 1000 students, driven through online donations and in the retailer’s 165 stores.

Creative: AJF Partnership a GrowthOps business’

CRM: AKQA