Officeworks launches Back to School ‘growing minds’ campaign via AJF Partnership, Melbourne

Officeworks, via AJF Partnership, Melbourne, has launched its biggest Back to School campaign yet with new TVCs, pop-up stores, a cognitive learning app and the launch of a major charity appeal.

The ‘Everything for Growing Minds’ campaign highlights Officeworks’ as the ‘One Stop School Shop’ for the young mind, helping students achieve their big ideas and fulfil their potential.

Featuring school students deep in thought when they suddenly have an ‘aha’ moment, the new TVCs reinforce Officeworks’ promise of having everything to facilitate big ideas when they appear.

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Says Officeworks national marketing manager Karl Winther: “We strive to provide everything to help young minds grow so students will have the best possible start to the new school year. Officeworks also understands the importance of providing parents with a stress free retail experience, both in-store and online, as well as the lowest prices on the widest range of back to school supplies.”

The retailer’s Back to School creative will appear in 15 and 30 second TVCs, sponsorship of the Australian Open Channel 7 TV broadcast, cinema, radio, outdoor and digital display advertising, as well as a 64 page handbag-size catalogue. Tram and bus wraps will be featured in Sydney and Melbourne.

In a first, Officeworks has released a free and fun cognitive learning app, ‘Growing Minds’, featuring a series of brain training games designed to help students over the holiday period maintain their concentration in an enjoyable way.

Officeworks will extend its reach in Victoria with promotional pop-up stores at select Westfield Shopping Centres. Nova radio will also be running 15 activations across three days at Officeworks stores in five capital cities, where children will be encouraged to express their dreams by dressing up or crafting their dreams with paper.

PR and social media will complement activity and Back to School product essentials will be showcased on the brand’s Pinterest, Instagram, YouTube and Facebook profiles, providing inspiration for students of all ages.

For time-poor parents, the retailer will continue its successful free School List Service where customers can submit their school list in-store and receive a phone call or SMS when their items have been picked and packed by Officeworks’ team members.

Creative: AJF Partnership

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