Retailer spends up to woo COVID-weary parents.

 

Officeworks has launched its 2021 back-to-school program supported by a new brand campaign that highlights the trend to working-from-home.

 

Officeworks’ new school list campaign is focussed on encouraging customers to ‘upload, compare and save’ on their 2021 school supplies. 

 

Jess Richmond, Officeworks general manager - marketing and insights, said: “This year, families have not only faced the challenges of adapting to remote learning; but many are also experiencing financial hardship. Last year parents saved on average more than 20 per-cent on their school list prices when shopping with us and these savings will be even more important this year. 

 

A number of enhancements have been made to the Officeworks website and school list service. 

 

These include making it easier for customer to edit their basket, view savings and combine family purchases. 

 

The integrated marketing campaign will run across TV, radio, digital and social media, complemented by a CRM program, PR, influencer engagement and in-store activity. 

 

New brand campaign 

 

The campaign shows a series of home working and learning moments that will feel familiar to many. 

 

“We wanted to recognise the resilience we’ve seen from Australians, celebrating the many creative ways people have been working and learning from home, and remind them that we’re still here to support them and help them shop safely for what they need,’’ Richmond said. 

 

The campaign features a 30-second TVC running nationally, supported by digital and social content aimed at providing advice and support on setting up home office or learning spaces safely and productively.