How Officeworks Grew Minds

This case study explains how Officeworks, an office supplies chain, encouraged Australian parents to shop there in the back-to-school period.

How Officeworks Grew Minds

AJF PartnershipOfficeworks

Executive summary

This is a story about Officeworks taking on the biggest challenge it has ever been set: beat its record-breaking 2014 back to school campaign in 2015. Known as one of many back to school suppliers, Officeworks needed to find a way to convince parents to do all their back to school shopping at Officeworks. By uncovering the important role school supplies play in a child's development, Officeworks helped parents place more value on what they bought and where they shopped for back to school supplies. Record-breaking sales were achieved as well...

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