Effies
Australia
How Officeworks outsmarted the competition over the back-to-school season
Agency
AJF GrowthOps
Client
Officeworks
Awards
Silver
Return on Investment
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 by an impressive XXX far outweighing the 2.1% growth in the wider retail sector. 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.
Case study
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Credits
| National Marketing Manager | Karl Winther | Officeworks |
| National advertising and communications manager | Simon Davenport | Officeworks |
| National corporate affairs and brand manager | Alex Staley | Officeworks |
| National CRM & digital Marketing Manager | Tiffany Rudick | Officeworks |
| Advertising Creative Services Manager | Sophia Lindsay | Officeworks |
| Advertising strategy and media manager | Jackie Allen | Officeworks |
| Consumer Communications Manager | Carla Carafa | Officeworks |
| Partner / Executive Creative Director | Andrew Foote |
AJF Partnership
|
| Director/GAD | Susan Bird |
AJF Partnership
|
| Strategy Director | Pieter-Paul von Weilier |
AJF Partnership
|
| Creative Director | George Freckelton |
AJF Partnership
|
| Senior Art Director | Rhyen Ellis |
AJF Partnership
|
| Senior Copywriter Karl Graham | Karl Graham |
AJF Partnership
|
| Client Director | Liam Loan – Lack | Initiative |
| Strategy Director | Trent Light | Colombus |
| Group Account Director | Nicole Hamilton | Haystac |
| Client partner | Sarah Sproule | AKQA |
| Head of CRM and Strategy | Preetash Parmar | Track |
Category Sponsors
Return on Investment
