CLIENT
Officeworks
Karl Winther, National Marketing Manager
Simon Davenport, National Advertising and Communications Manager
Alex Staley, Corporate Affairs and Brand Manager
Tiffany Rudik , National CRM and Loyalty Manager
Sophia Lindsay , Advertising Creative Services Manager
Jackie Allen, Advertising Strategy and Media Manager
Carla Carafa, Consumer Communications Manager
AGENCY
AJF GrowthOps was AJF Partnership *Lead Agency
Andrew Foote, Executive Creative Director
George Freckleton, Creative Director
Pieter-Paul von Weiler , Head Of Strategy
Susan Bird, Client Partner
Catherine Nolan, Account Director
Initiative
Megan Davey, Group Director
Columbus
Haystack
AKQA
SUMMARY
The EOFY period is a huge retail event, yet those who have the most to gain from EOFY shopping (business owners) were not maximising the opportunity presented to them.
Officeworks took on the challenge of getting more business owners to reap the rewards of tax time, knowing that, as a non-discounter, they couldn’t compete with the shouty promotional deals that dominated the period. They instead reframed the EOFY opportunity in a way that left no doubt about the benefit of shopping at Officeworks.
