Staples Makes Office Supply Shopping Easy: Campaign Analysis
It’s the second week after the holidays and admit it: you’re still playing catch up. Between recovering from the New Year’s shenanigans, returning calls from frantic clients and trying to sort out your boss’s requests, it’s been impossible to find the time to restock those much needed office supplies, hasn’t it?
Turns out, Staples has got the solution. How many of you have seen their clever little 30-second spots featuring a shiny red “Easy Button” that saves the day no matter the situation? Well, turning that that dream into an online reality, Staples—with a little help from McCann-Erickson—kicked off 2006 by launching a downloadable Easy Button to compliment those already successful T.V. spots, on New Year’s Day. Though McCann-Erickson and Staples have been collaborating and rolling out parts of the “Button to Button” campaign since January of 2005, this newest addition to their marketing push signals the office giant’s first foray in to the world of downloadable desktop tools.
According to Staples’ spokesperson, Debbie Hohler, this particular little desktop ditty “was created as a way to personify how Staples makes it easy.” Hohler adds, “Staples, by promise… make[s] buying office products easy. So the Easy Button is sort of a fun icon that comes to the rescue in different situations. We thought it would be fun to have an Easy Button that’s downloadable, that people can have on their desktop and that they can click on [to] immediately bring them to some games that will be there. It [also] takes you to Staples.com so you can take care of all your office product orderings. It’s just kind of cute and fun.”
With the Easy Button tool, Staples hopes to garner the interest of their tried-and-true demographic, which Hohler says is primarily small business owners and people who work from home offices. For search fanatics, the button opens a search box right on theirs desktops—so if they’re searching out anything from a #2 pencil to a desk organizer to printer paper, all they have to do is type it in, hit the Easy Button and prepare to find themselves transported Star Trek-style to the correct Staples page.
“There are five different buttons of interest,” Hohler adds. “So you can go to Staples.com, [but] there’s [also] one for online specials, one for the rewards center—which is a customer reward program—the local circular, so you can see what the specials are for the week, and [you can] also find a store in your area. She continues, “It’s a handy, dandy thing, especially if you’re constantly making purchases from the web site… They do make it very easy and it gets [you] there very quickly.”
As for how well this magic button is being received thus far, after only a week on the proverbial shelves it’s too soon to tell. But the good news is that Staples plans to keep this campaign around for a while. Anything to make 9-5 life just a little bit easier is indeed a relief.
Get your own desktop Easy Button here.
Reader Comments.
You know Asa Rocks! He is one of the geniuses in the industry and what a catch for this new publication!
Leave a Comment
Article Sponsor
More Features
-
Loading ...
Latest News
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
Features
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
- Video: “Build an SEO Foundation” Excerpt February 8th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- News about Google Adwords issue #412: [...] ads for AdWords to adCenter and align with industry standards, adCenter has chang
- VB: What exactly makes an ad "high quality"?
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile - ADOTAS | Mobile2 | Scoop.it: [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; }
- Mobile Marketing News: [...] Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile Meanwhile,
