Officeworks has launched its latest campaign highlighting to customers that every individual item for sale at Officeworks could be tax deductible at End of Financial Year (EOFY).
Developed in partnership with CHEP, the campaign follows the journey of one customer who buys the complete 40,000 plus products from Officeworks and then asks for a tax receipt. Calculated to take approximately eight and half hours to print, CHEP set out to capture the full exchange between an Officeworks employee and customer throughout this lengthy wait.
The story of this interaction between the shopper and Officeworks store person plays out over a six-week campaign period with more than 30 individual edits used to target specific businesses’ needs across all media.
The campaign creative reflects the insight that tax time is important but overwhelming and confusing for many small business owners, and humorously heroes how Officeworks simplifies the period with a wide range, the entirety of which could be tax deductible.
Almost half (47%) of Australians are changing their purchasing habits in the lead-up to EOFY to save money or maximise their return, and many are still uncertain about tax time – nearly half (46%) of consumers are confused about what they can and can’t claim, and 62% of Small Business Leaders (SBLs) find the tax system confusing.
Less than half of Australians keep their receipts organised in either a physical (48%) or digital (31%) folder for tax time, and one in eight (12%) – almost two and a half million Australians – have thrown out their receipts or don’t keep track throughout the year.
Officeworks general manager of marketing, data and insights, Jessica Richmond said, “EOFY is a busy retail period and a time we know many of our customers find confusing or overwhelming. We knew we had something unique to say with this campaign and we needed to make it as uncomplicated as possible – EOFYthing at Officeworks, all 40,000-plus items, could be tax deductible.
“By stripping back our approach, we’ve been able to clearly convey to our customers what it means to shop with us at this time of year. We’re confident that this approach will help make this EOFY a strong one for us, and for our customers.”
CHEP Network deputy chief creative officer, Glen Dickson said, “Unlike every other retail store in Australia, every individual item for sale at Officeworks could be tax deductible, no asterisks or exceptions.
“We thought it’d be fun to consider what would happen if someone did buy every single item. Then asked for a receipt so they could claim it all. The receipt would take 8.5 hours to print. So that’s what we set out to film.”