‘Nobody does Christmas like Officeworks’, claims office supply store
Officeworks has launched its Christmas campaign, complete with drones, robotic balls, and a tree made from stacks of recycled copy paper.
The campaign, created by AJF Partnership, aims to spark inspiration amongst Christmas shoppers by showcasing its range of gift ideas that suit recipients of all interests.
All this combines to mean “Nobody does Christmas like Officeworks”, according to the campaign ad.
While the tag line is factual – because no other entity can legally celebrate Christmas exactly the same as Officworks does – it is meaningless and basically bat-shit.
Why on earth is does the talent have a British accent? It’s annoying.
Interesting take. Officeworks has been in trouble for a while, and it makes sense that they would switch away from their utility focused shopping behaviour to becoming a want-based buy.
This is an essential rebrand from “we’ve got everything you need for x,y & z” to, “come and discover”. Not sure if this will work given how culturally onset the utility aspect of Officeworks is, but I enjoy the alternative take on Christmas shopping behaviour.
How have Officeworks been in trouble for a while? They are one of the only retailers to have grown last FY?
Nobody says, “No that’s out of stock in this store regardless of what the website says,” like Officeworks. Oh and I notice the credits say “Creative: AJF Partnership, a GrowthOps business”. Do you really want to be flying that flag at the moment?
100%. It’s super annoying.