How Officeworks realised its own big idea

IPA Effectiveness Awards Case Study 2016


This paper illustrates how a new positioning shifted the fortunes of Officeworks, Australia’s largest retailer in office products. By focusing communications on how office products enable people to realise their ideas, the company achieved record growth in sales and enviable brand health in a market dominated by product and price advertising. It argues that taking a combined approach to sales activation and brand building can have a greater impact on the bottom line than separating the two. It is estimated the positioning helped deliver a total gross profit of AUSD 206m over 40 months, representing a net profit ROI of AUSD 0.46 for every AUSD 1 invested.

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“The repositioning has changed how Officeworks communicates externally and internally. This has been translated right throughout the organisation. Confidence in the strategy continues to grow, driven by strong sales and brand results.”

Karl Winther, National Marketing Manager
Officeworks

Winners 2016

Bronze Winner

Title

How Officeworks realised its own big idea

Brand

Officeworks

Client

Officeworks

Agency

AJF Partnership
Initiative

Principal Authors

  • Pieter-Paul von Weiler - AJF Partnership

Contributing Authors

  • Bruno Chami - AJF Partnership
  • Lyndelle O'Keefe - Initiative

Credited Companies

  • AJF Partnership - Creative Agency
  • Anomaly - Research
  • Columbus - Search
  • DT - Digital Agency
  • Haystac - PR Agency
  • Track - Other|CRM Agency

Officeworks had to build more emotional engagement with their audience and shift brand essence from functional to helpful in a dull category. They had a well thought out, broad use of channels which had different roles in boosting sales. Wendy Proctor, Ministry of Defence

Shortlist 2018

Bronze Winner

Title

How Officeworks realised its own big idea

Brand

Officeworks

Client

Officeworks

Agency

AJF Partnership

Principal Authors

  • Pieter-Paul von Weiler - AJF Partnership

Contributing Authors

  • Bruno Chami - AJF Partnership
  • Lyndelle O'Keefe - Initiative

Credited Companies

  • AJF Partnership - Creative Agency
  • Anomaly - Research
  • Columbus - Search
  • DT - Digital Agency
  • Haystac - PR Agency
  • Track - Other|CRM Agency

Officeworks had to build more emotional engagement with their audience and shift brand essence from functional to helpful in a dull category. They had a well thought out, broad use of channels which had different roles in boosting sales. Wendy Proctor, Ministry of Defence

How Officeworks realised its own big idea

IPA Effectiveness Awards Case Study 2016


This paper illustrates how a new positioning shifted the fortunes of Officeworks, Australia’s largest retailer in office products. By focusing communications on how office products enable people to realise their ideas, the company achieved record growth in sales and enviable brand health in a market dominated by product and price advertising. It argues that taking a combined approach to sales activation and brand building can have a greater impact on the bottom line than separating the two. It is estimated the positioning helped deliver a total gross profit of AUSD 206m over 40 months, representing a net profit ROI of AUSD 0.46 for every AUSD 1 invested.

Click to purchase this case study >