When big deals translate into big revenue, Good Wins™.
January is the time busy small business owners and office managers re-stock depleted office supplies. Online surveys across 30 states strongly suggested, to almost no one’s surprise, that retailer loyalty is a distant second to getting a great deal.The good news was at its size, OfficeMax had big deals on the most popular items like printer ink and paper. But with competitors touting their own loss leader items, we needed to deliver our message in an unforgettable way to be sure small businesses knew they could get the biggest deals at OfficeMax. To break through, we animated normally huge animals like elephants, gorillas and rhinos, but in teeny tiny sizes to show how they were dwarfed by the Big Deals at OfficeMax.
YOY sales increase
paper sales increase
ink sales were the best in company history
The Idea
OfficeMax offered a great selection of back-to-school products, but was getting out-convenienced by Target and Walmart. Research suggested that moms seek the easiest, most painless way to buy all the supplies they need in one trip. But they also felt frustration with out of stocks, and not finding some of the supplies on their kids’ lists. Letting moms know they could count on OfficeMax to stock all the supplies on their kids’ back-to-school lists was important and the big deals were a great reason to go out of their way this year to try OfficeMax. Using :15 spots to equalize impressions with better funded competitors, the campaign set a new OfficeMax record for number of backpacks sold in a single week (during week one) and was so successful in weeks two and three that we “maxed out” the Max Perks rewards program causing OfficeMax to change promotional offers mid-stream. The campaign was credited with the best back-to-school traffic numbers in the prior three years.
.jpg)
