Officeworks: How big ideas became big business

This case study describes a campaign by Officeworks, the large Australian retailer, to reposition its brand from functional benefits to caring about people's ideas and helping them achieve.

Officeworks: How big ideas became big business

Campaign details

Agency: AJF Partnership, MelbourneAdvertiser: OfficeworksAuthor: Pieter-Paul von Weiler, Brigitte Bayard and James SheardTotal campaign expenditure: $20 - 40 million

Executive summary

This is a story about how a new creative strategy shifted the course of one of Australia's biggest retail giants. By putting people's ambitions at the heart of its communications, Officeworks has changed in a very short time from being a brand known for only selling functional and practical products, to a brand that helps people achieve their big ideas.

Strategic communications...

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