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One in three people want a new hobby, Officeworks wants you to make more art


One in three people want a new hobby, Officeworks wants you to make more art


Officeworks has unveiled its new campaign calling on Australians to ‘pursue your creative interests’ with a new TVC, in-store experiences and social content.

Officeworks released its newest campaign this week, inviting the people of Australia public to ‘Pursue (their) creative interests with Officeworks’. The 45-second ‘Nevermind’ TVC calls on customers to explore their creative outlets with Officeworks’ help; Throughout May the retailer will be rolling out a ‘Love to Learn’ series of how-to videos on Youtube, supported by practical classes in Officeworks store locations.

“Our research found that four in five Australians would like to use their spare time more productively, with one in three wanting to start a new hobby,” says Officeworks national marketing manager, Karl Winther.

Officeworks has enlisted the help of Aussie artists to create its series of educational art content, including Liz Tu from online craft business Letter Me! and Hillary and BJ from Melbourne art studio Cork and Chroma. The series will accompany Officeworks’ regular YouTube reviewing and instructional content, focussing on topics such as calligraphy, painting, drawing and creative writing.

The artists will be taking in-store classes at Officeworks locations across the country to support the online content. Starting in May, Officeworks will host a creative class every weekend showcasing its range of art products. Officeworks says these online tutorials and in-store classes are examples of the brand’s “every channel approach”, highlighting its range by offering tools and experiences to enhance the customer’s creative outlook.

“This campaign is about both telling and proving that Officeworks is here to support our customers make bigger things happen through their creative pursuits,” continues Winther.

Officeworks’ website will also begin featuring videos of team members speaking about specific benefits and products within its art range.

The launched this week TVC and will run across television, cinema, and social platforms.






Image copyright: tktktk / 123RF Stock Photo

Josh Loh

Josh Loh is assistant editor at MarketingMag.com.au

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