Officeworks kicks off back to school push early with ‘They grow so fast’ campaign
The school holidays may have only just begun for some, but Officeworks is already looking to the new school year with its back to school campaign.
The ad, by AJF Partnership, has been recut from last year’s campaign, but now includes the tag line “Make bigger things happen” in the final frame alongside the Officeworks logo.
The company said given the success of the 2018 campaign, it would embark on a similar media strategy, focused on an alignment with news programming, including again integrating with Nine News. This version of the campaign will also have integrations with The Project on Ten and supported activity within The Big Bash, which now screens on Seven.
In addition to the TVCs and program integrations, the ‘They grow so fast’ campaign will run across online TV, out of home, radio, cinema, digital and press.
The media account is handled by Initiative.
The campaign has two main messages – one being how fast children grow up and the significance of their learning journey at school, while the other encourages parents to let Officeworks do the work for them, with a big focus on price.
Officeworks’ national advertising and communications manager Simon Davenport said the company knows price is a big considersation.
“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.”
Credits:
Creative: AJF Partnership a GrowthOps business’
Media: Initiative
Digital, Content, Performance Marketing and Social Media: Columbus
PR: Haystac
CRM: AKQA
Aw gee. They grow as fast as Officeworks’ profits from woke-washing and green-washing their brand by refusing to bag their customers’ purchases. Which is what it was all about in the first place: profit.
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