Staples expands with rock, paper, scissors game

Staples is marking the expansion of its online business with an integrated campaign based on the rock, paper, scissors game – an idea designed to activate its brand characters paper, scissors, ink, and make the process of buying stationery less dull.  

As well as an online game, the stationer, which is growing its online footprint into Victoria, South Australia and the Australian Capital Territory, has recruited world Rock Paper Scissors champion Tim Conrad for a week long media tour.

Conrad was interviewed on Nine’s Today on Tuesday morning.

The game, created by The Works, aims to challenge the norm of how office products are sold in Australia. Each player will go into the draw to win a trip to Los Angeles, $1000 spending money and tickets to the sports and entertainment arena, the Staples Center.

Richard Haigh, head of Staples.com.au, said: “Staples is well known in many countries but being new to Australia we wanted to do something fun and unique that illustrates our different approach to office product supply. Buying office products may not be the highlight of your week but who says it can’t be a bit of fun?”

Anna Lohe, creative partner at The Works, added: “The paper, scissors, ink campaign is a great example of a client who is prepared to go with a campaign idea that is tightly linked to their brand values and product offering but done in a category changing way. The strength of the idea has enabled all elements of the integrated campaign to come together nicely”.

Credits:

• Advertising agency: The Works
• Creative Director: Kevin MacNamara
• Art director: Will Clark
• Copywriter: Steve Engstrom
• Creative partner: Anna Lohe
• PR: Porter Novelli
• Media: PHD
• Event management: Chieftain Communications