Staples Canada begins back-to-school campaign
Toronto-based office supply chain Staples Canada has begun a back-to-school season advertising campaign, described by the company as its biggest of the year. The campaign includes network and specialty television commercials, along with radio, email and online advertising, social media activities, in-store materials, flyers and website materials at <http://www.staples.ca/backtoschool>. The television creative, developed by DentsuBos, features consumer-submitted video of people doing a "shopping cart dance."
The effort will also include national community relations and public relations activities, including the annual Staples School Supply Drive, a collaboration with the Breakfast Club of Canada, media events in Toronto and Montreal, and participating in pop singer Katy Perry's Prismatic World Tour. Perry will also appear in a series of public service announcements supporting the School Supply Drive.
"Engagement is key to this campaign," said Sandy Salmon, director of advertising at Staples Canada. "Why dancing shopping carts? Simply because I would defy any parent who is handed a list of school supplies for the coming year to go through Staples without a cart. There's just so much to buy to prepare for the first day of school so we've got to keep things light and fun."