Officeworks: Getting Schooled By School Kids

AJF Partnership

Summary

This case is set during the summer holidays of 2015. It is about something we're all familiar with, definitely as a child and also perhaps as a parent: the back to school shop. It demonstrates how an insight around the importance of school supplies in a child's mind, convinced parents to place more value on where they did their back to school shopping and what they bought for their children.

Huge pressure to succeed

Back to school (=BTS) is Officeworks' most important sales period of the year.i But in 2015 Officeworks faced some big challenges:

Endless list of competitors

From the supermarkets and newsagents to Smiggle, Kikki K, Harvey Norman and big discount department stores, Officeworks was just one of many brands trying to capture share of voice during a time that was notoriously difficult to capture audience attention.