Staples.com.au expands across Australia with ‘Paper, Scissors, Ink’ campaign via The Works

Staples has announced plans to expand its online business into Victoria, South Australia and Tasmania. The expansion follows its recent launch into New South Wales and Australian Capital Territory.

To mark the expansion, Staples, via agency The Works Sydney, has this week launched an integrated campaign pivoting around a new version of the well-known game Rock, Paper, Scissors. 

Switched to Paper, Scissors, Ink to echo Staples’ core product lines, the campaign includes a free online game, allowing consumers to share in some simple fun.

Designed to challenge the norm of how office products are sold in Australia, the game brings to life the Staples’ new brand characters: Paper, Scissors and Ink. Everyone who plays will go into the draw to win a trip to Los Angeles, $1000 spending money and tickets to the Staples Center (a world-class arena for sports and entertainment).

Says Anna Lohe, creative partner at The Works: “The paper, scissors, ink campaign is a great example of a client who is prepared to go with a campaign idea that is tightly linked to their brand values and product offering but done in a category changing way. The strength of the idea has enabled all elements of the integrated campaign to come together nicely”.

Says Richard Haigh, head of Staples.com.au: “Staples is well known in many countries but being new to Australia we wanted to do something fun and unique that illustrates our different approach to office product supply. Buying office products may not be the highlight of your week but who says it can’t be a bit of fun?”

To further leverage the campaign idea, Staples has brought Tim Conrad (pictured), the World Rock Paper Scissors (RPS) Champion, down under for a week long media tour.

As part of the tour, Melbournians will have a chance to pit their skills against Tim at Staples’ official Victorian launch today. From noon, the 23-year-old – who has flown to Oz from small town Taylor, Michigan in the USA – will show off his skills to the Australian public at Federation Square, Melbourne.

Staples is inviting all Victorian small business owners and consumers to the free launch extravaganza to challenge the World RPS Champion and grab a sample of Staples freebies, while stocks last.

Crowned the World RPS Champion in 2009, Conrad is confident that Aussies will need more than luck to trump him: “I threw some lethal rock, paper and scissor moves at the international championships to take out the title. If you’re looking for a challenge get yourself down to the Staples launch. I can’t wait to play and see how Aussies stack up in the RPS department. It’s going to be fun!”

Creative Director: Kevin MacNamara

Creative Partner: Anna Lohe