Magazine article ADWEEK

Office Depot Ready for Back-to-School: BBDO's 4 New Spots Stress Benefits of Being Prepared

Magazine article ADWEEK

Office Depot Ready for Back-to-School: BBDO's 4 New Spots Stress Benefits of Being Prepared

Article excerpt

NEW YORK Office Depot jump-starts its back-to-school efforts with an estimated $30 million campaign that promotes its Hewlett-Packard alliance and extends last year's strategy of easing the anxiety of the season.

The first of four 30-second spots breaks today and shows a mother coming home with packages, including a new HP Pavilion PC for her grade-school-age daughter. "Thank you, thank you! You so totally rock!" the girl gushes. Dad is incredulous, but when Mom shows him the store receipt, he gets as excited as his daughter and echoes her words. The new tagline is, "So set for school."

Colby Graft, client director of advertising, said the work further emphasizes the message in last year's back-to-school campaign, which was tagged, "Helping your child succeed." "The back-to-school season is stressful for parents and kids," Graff said. "We wanted to show that through Office Depot, they can be fully prepared."

Graff added that the integrated campaign--TV, print, radio, interactive, in-store--from Omnicom Group's BBDO in New York gently touches on the anxieties associated with the season, and that the computer, going for $499 with rebate under the exclusive offer, is considered suitable for all kids K-12.

Graff would not comment on media spending, but sources said the effort represents about one-third of Office Depot's $90 million annual U.S. media budget. The company, based in Delray Beach, Fla., spent $20 million on last year's back-to-school campaign from July through September, per TNS Media Intelligence/CMR. …

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