Effies
Australia
Turning tax time into payback time for Officeworks
Agency
AJF Partnership
Client
Officeworks
Awards
Bronze
Retail/Etail
Bronze
Short Term Effects
Summary
Officeworks saw its biggest End of Financial Year (EOFY) sales period in 2020. This was largely driven by the increased need for home-office setups due to COVID-19 restrictions. A year later and 15 months into the pandemic, Officeworks were anticipating a YoY decline in sales, but took on the challenge of resurrecting as much of EOFY 2020’s one-off demand as possible. As an Every-Day-Low-Price retailer, they couldn’t compete with the ‘shouty’ deals that dominated the period. Instead, they delivered a Brand Response approach to EOFY that increased sales to business owners by an impressive +X% YoY.1
Case study
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Credits
| Jill Cummins | Author / Head of Strategy | |
| Andrea Nelson | Author /Strategic Planner | |
| Susan Bird | Head of Account Management | |
| Felix Mason, Initiative Media | Client Director | Initiative Media |
| Jackie Allen, Officeworks | National Marketing Services Manager | Officeworks |
| Charlyn Dimasi, Officeworks | Marketing Manager – Business | Officeworks |
Category Sponsors
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