Officeworks shines a light on what happens ‘out the back’ of businesses

The oft-repeated phrase “I’ll check out the back” is the centre piece of an Officeworks campaign which highlights the magic, and the battles, which happen behind closed doors.

Out the back, behind closed doors, is where people work hardest, succeed, and find things for consumers in small and medium-sized businesses, the ad says. 

According to Officeworks, the campaign, by AJF Partnership, a GrowthOps business, recognises the pivotal role small and medium businesses play in the Australian economy.

Officeworks national marketing manager Karl Winther, said the TVC was all about championing the ‘engine room’ behind Australia’s economy.

“Our insights tell us that small business owners are a motivated, optimistic and ambitious bunch that are focused on supporting their customers,” he said.

“Officeworks exists to help make bigger things happen for our customers, so we wanted to acknowledge the hard work businesses put in, and remind them we’re here to support them on their journey by providing the widest range, low prices and great service via a compelling every-channel offer. And in turn, they’ll be better positioned to serve their customers and achieve the success they’re striving for.”

The ad will run across cinema, Facebook, Youtube and pre-roll for 12 months.

Officeworks also launched a small business podcast, Paper Cuts, in August. It is hosted by business coach Jason Cunningham and shares stories of small business owners from around the country, centred on a ‘paper cut’ moment where it all seemed too hard.

Initiative recently retained the Officeworks media account.


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