Effies
Australia
Officeworks and the Back to School Kids: Winning Hearts, Heads and Baskets — Three Years Running
Agency
Clemenger BBDO
Client
Officeworks
Awards
Finalist
Long Term Effects
Case Study
Summary
As families faced the first full year of in-person schooling since the pandemic, Officeworks repositioned itself as an ally in a market focused on price. Its 'Back to School Kids' campaign was grounded in the authentic voices of students, connecting with parents on an emotional level by speaking directly to their anxieties. This enduring idea provided both emotional reassurance and practical value, successfully increasing sales by 19% and lifting brand perceptions, proving that commercial success comes from balancing emotional and rational appeals.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
| Sam Guinivan | Strategy Director | Clemenger BBDO |
| James Greaney | Chief Data Officer | Clemenger BBDO |
| Stef Holmes | Head of Marketing | Officeworks |
| Rachel Zimmerman | Customer Marketing Lead | Officeworks |