Officeworks launches its 2018 back to school campaign

Officeworks has brought in the new year with its 2018 Back to School campaign, showing a child’s education journey from a parent’s perspective.

The integrated campaign by AJF Partnership launched on December 28 is led by a 45-second TV commercial and extends across print, radio, outdoor, online,  direct mail, content marketing and cinema.

Officeworks national marketing manager Karl Winther said: “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.”

Complementing the marketing campaign are initiatives to make school purchases easier including a school list service, allowing parents to submit their school list in-store or online and receive a text when the order is packed and ready to be collected.

Officeworks will also be promoting its Restoring Australia initiative, which sees two trees planted for every one used, based on the weight of paper-based products customers buy at Officeworks.

In addition, for the fifth year running the company will be supporting The Smith Family through its Back to School Appeal aiming to raise $300,000 across the retailers’ 165 stores.


  • Creative: AJF Partnership
  • Media: Initiative
  • Digital Content, Performance Marketing and Social Media: Columbus
  • PR: Haystac
  • CRM: AKQA and Track
  • UX: Tribal

Daniel Gladki, head of eCommerce for Officeworks will be discussing the company’s development of its Google Home product  at the Mumbrella Retail Marketing Summit on February 28 in Sydney. For more details and tickets click here.



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