Campaign details
Agency: AJF Partnership
Executive Summary
This is the story of a remarkable marketing-driven business transformation. In 2012, Officeworks was a functional brand whose one-dimensional, rational price-based communications struggled to connect with customers, leading to plateauing sales and brand health measures. A new customer-centric strategy completely reframed Officeworks both to the market and within the organisation.
In the ensuing five and a half years, through constant refinement and improvement, the strategy has delivered increasingly strong results by making people feel better about Officeworks.
Total Campaign Expenditure
What was the strategic communications challenge?
The pen isn't mightier than the...