Officeworks positions itself as ‘one stop school shop’ in back to school campaign

Officeworks is positioning itself as the ‘one stop school shop’ for school students in its back to school campaign which aims to communicate the retailer’s role in helping students achieve their big ideas and fulfil potential.

Created by AJF Partnership, the ad features a number of school students of various ages waiting for inspiration to strike before working on projects across a variety of stationery.

Officeworks national marketing manager Karl Winther said: “We strive to provide everything to help young minds grow so students will have the best possible start to the new school year. Officeworks also understands the importance of providing parents with a stress free retail experience, both in-store and online, as well as the lowest prices on the widest range of back to school supplies.”

The ads are running in 15 and 30 second executions and are complemented with cinema, radio, outdoor, digital display and a catalogue. Trams and bus wraps will also run in Sydney and Melbourne. The retailer has also created promotional pop-up stores at select Westfield Shopping Centres in Victoria while Nova radio is running 15 activations across three days at Officeworks stores in five capital cities where children will be encouraged to express their dreams in a creative way.

PR and social media complement the activations with back to school products showcased on the brand’s social media.

Officeworks has also released a free cognitive learning app ‘Growing Minds’ which features a series of brain training games designed to help students over the holiday period maintain their concentration.

The retailer is also again supporting The Smith Family children’s charity by fundraising for its Back to School Appeal to help disadvantaged young Australians to get the most out of their education. Customers are encouraged to make a donation in-store or online.


  • Creative: AJF Partnership
  • Media: Initiative
  • Digital: DT
  • PR: Haystac
  • Search: Columbus

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