Staples.com Kicks Off Multi-Media Marketing Effort

The online arm of the office supplies retailer, Staples.com, on Monday kicked off a
marketing push that plays up the future of buying office supplies online.


The campaign, which aims to reach small businesses and drive traffic,
loyalty, and sales, begins with a 30-second television spot on prime time
and cable networks. It will also include promotional offers, online
advertising, print ads, direct mail, and e-mail marketing.


The humorous spot shows an office manager who uses Staples.com to manage his small business’ office supplies purchasing.
Although he’s actually working in the present day, he pretends to be a
cutting-edge office manager in the future. His co-workers stop by his desk
and wonder about his bizarre “future man” alter ego.


The campaign was created by Staples’ in-house agency, with help from Cliff Freeman & Partners for the TV ad.


Spending for the campaign was not disclosed.

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