As her child walks through the school gates for the first time, a parent imagines her offspring’s school life ahead. It’s a powerful moment for Officeworks to own. Every parents’ hopes and ambitions are carried in its arms.
It makes Officeworks the means for kids to be whatever parents hope they will be.
This 45 second TVC, which launched on December 28, aims to connect with parents on an emotional level, and complements the brand’s secondary activity which focuses on parents being Back to School Smart, to save time, money and stress by doing their back to school shop at Officeworks.
The full campaign covers print, radio, outdoor, catalogue, SEM, CRM, social media, PR, online, content marketing and cinema.
Officeworks national marketing manager, Karl Winther, commented, “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.”
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 through both online donations and those made in the retailer’s 165 stores.
Creative agency: AJF Partnership
Digital, Content, Performance Marketing and Social Media: Columbus
CRM: AKQA & Track