Officeworks launches new ‘Show Them You Know Them’ festive campaign via AJF Partnership

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Officeworks has launched its Christmas campaign this week via AJF Partnership, with an integrated marketing campaign designed to ‘Show Them You Know Them’ this festive season.


Featuring an Australia-first, customers can create a virtual picture with Santa from the comfort of their own home using augmented reality. Created in response to the ever-changing shopping habits of customers, this experience aims to ensure the magic of a traditional past-time can continue in a simple, safe and digital way.

Customers can choose a series of Santa posts and curate their own unique scene which can be saved to their phone, printed in-store or shared with friends and family on social media. The AR experience will be accessible via the Officeworks website, print and online catalogues, and in-store at point of sale.

The above the line campaign also features two new TVCS showcasing the art of gift giving, positioning Officeworks as a great gifting destination, home to a range of tech, stationery, art, STEM, education and personalised photo gifts, with something for everyone.

Says Jess Richmond, general manager marketing and insights, Officeworks: “Christmas is such a magical time and although this year it may be different, we hope our virtual Santa creates a special festive moment which will bring that extra bit of joy that so many Aussies need this festive season.

“Our Print, Copy and Create range of personalised gifts is always popular so this year we wanted our above the line campaign to showcase the joy of a meaningful gift or surprise can evoke between family members and friends.”

The campaign will run across TV, radio, OOH, digital and social media, and is complemented by search and PR, as well as a B2B and CRM program.

In addition, the campaign features on Noteworthy, Officeworks’ content hub, with a series of articles on gifting inspiration for family and friends as well as creative DIY Christmas gift ideas to surprise and delight.

Using WebAR technology, the AR experience was created by specialist 3D and augmented reality agency RYOT studio, the branded content division for Verizon Media.

This Christmas, customers can choose to shop online 24 hours a day, with contactless click & collect service options or contactless deliveries as well as in the 167 store network across the country.

Creative: AJF
AR: RYOT Studio
Media: Initiative Melbourne
PR: Haystac