How Officeworks outsmarted the competition over the back-to-school season

Officeworks, an office supplies store chain, increased sales and brand sentiment in Australia by launching an emotive video campaign that showed parents that shopping at Officeworks was the smart thing to do.

Campaign details

Agency: AJF Partnership

Executive Summary

Over the back-to-school season, Officeworks wasn't just a smarter store choice—it also delivered a smarter campaign. A combined approach of brand building and sales activation, implemented together with an Australian media first, drove us to commercial success. Key products sold out faster than was forecast, and Officeworks grew sales that far outweighed the 2.1% growth in the wider retail sector.1 This campaign not only delivered impressive short-term effects; it also shows how going beyond just simple product and price messaging during a trade period is more effective, and positively impacts brand perception....

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