Television viewers will be aware of a new marketing push by Officeworks, which has adopted the tagline 'Big ideas. Lowest prices.'
Explaining the new strategy, Officeworks managing director Mark Ward told an advertising trade magazine that the retailer has adopted a new tagline and ads featuring customers and team members in an attempt to drive stronger connections with consumers.
"We recognised that we needed a better way to connect with our customers in a two-way dialogue, and subsequently a new creative approach was developed," Ward said
"Officeworks' role as one of Australia's leading retailers goes far beyond providing products and services – we are a part of something bigger. We play a role in the hopes and dreams of Australians - we are part of every office, every school bag and every business start-up, so it just made sense to tell these stories," he said.
"Our new tagline embodies this – it's about communicating how Officeworks helps customers achieve more in their lives, while making sure they don't pay any more than they need to," he added.
The Wesfarmers-owned retailer spent an estimated $20.6 million on main media between June 2011 and May this year, according to research firm Nielsen.
In addition to TV, radio and outdoor, the 'Big Ideas' campaign is also running across print, digital, social media and catalogues.
