Officeworks has launched its back to school campaign for 2019 with something new for advertising – its 2018 TVC.
The TVC will, once again, be the spearhead of a full campaign aligned 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. It will be supported by online TV, OOH, radio, cinema, digital and press.
The commercial, created by AJF Partnership, aims to tug parents’ heartstrings with its narration by a mum who imagines a child’s journey from first day at school to last – watching them develop resilience, confidence, friendships and dreams. The supporting communications encourage 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.
National advertising & communications manager, Simon Davenport, commented, “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.”
The campaign supports 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% – and Officeworks’ free School List Service, which lets parents submit their school list in-store or online and then receive a text when it’s packed and ready to be collected.
Officeworks is also supporting the increasing number of parents doing their shop online, putting everything on school lists in an easy-to-navigate online destination. The book list decoder has been updated with more products to help parents take the guess-work out of their child’s school list and is built mobile-first so parents can use it while 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’
Digital, Content, Performance Marketing and Social Media: Columbus