CHEP launches new Officeworks campaign highlighting tax deductibles
CHEP has launched a new campaign for Officeworks centred around tax deductible purchases ahead of the end of financial year.
The campaign aims to highlight to customers that all of its items for sale could be tax deductible for both consumers and small to medium-sized businesses in time for EOFY.
The campaign follows a customer who buys all 40,000 items in a store and an Officeworks employee, capturing their full exchange after the customer asks for a tax receipt. Given the lengthy shopping list, the receipt is estimated to take eight and half hours to print.
The full interaction between the shopper and employee plays out over a six-week period with some 30 individual edits used to target specific businesses’ needs across all media.
“Unlike every other retail store in Australia, every individual item for sale at Officeworks could be tax deductible, no asterisks or exceptions,” CHEP Network deputy chief creative officer Glen Dickson said.
“We thought it’d be fun to consider what would happen if someone actually did buy every single item. Then asked for a receipt so they could claim it all. The receipt would take 8 and a half hours to print. So that’s what we set out to film.”
The campaign aimed to highlight the importance of tax time by using humour to show how Officeworks’s wide selection, the entirety of which could be tax deductible, helps simplify the period. It also encourages shoppers to always ask for a receipt to maximise their potential claims.
Officeworks general manager marketing, data and insights Jessica Richmond said: “EOFY is a busy retail period and a time we know many of our customers find confusing or overwhelming. We knew we had something unique to say with this campaign and we needed to make it as uncomplicated as possible – EOFYthing at Officeworks, all 40,000-plus items, could be tax deductible.”
“By stripping back our approach, we’ve been able to clearly convey to our customers what it means to shop with us at this time of year. We’re confident that this approach will help make this EOFY a strong one for us, and for our customers.”
Credits:
Creative: CHEP
Production: MOFA
Media: Initiative and Reprise
PR & Influencers: alt/shift/ (with research by Lonergan)
Content: Medium Rare Content Agency
Officeworks credits:
General Manager Marketing, Data & Insights at Officeworks, Jessica Richmond
Head of Brand, James Sterling
Head of Marketing, Sophie Smith
Senior Marketing Operations Manager, Melissa Pritchard
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