Synopsis

Introduction

This case is special. It is not the tale of crafting a single 'famous' execution or one-off transformative insight. Rather it is about how a fresh approach to campaign tracking research has gone far beyond its usual role of 'keeping the score' and helped deliver continuous creative improvement and helped grow customer loyalty.

Background

Officeworks is Australia's largest office products retailer of stationery, furniture, technology and printing services with 165 stores, a large online presence and with sales of $1.9 billion in Fy17. It has over 70% top-of-mind awareness serving personal and business customers spanning students, SMEs and home-workers.

In 2012, with sales and brand health measures plateauing, Officeworks began working with agency AJF Partnership to move beyond rational, price-based communication. Specifically, the goal was to create advertising that engaged customers emotionally and built brand loyalty.