Always rely on Reflex; Quality that makes your work shine!
Challenge
After a systematic review of the brand including strategy sessions and focus groups, Graavia created a new strategy based around radio and outdoor.
In tandem, Graavia also created an entirely new creative strategy, designed to capitalize on Reflex’s established brand.
Goal
Built around the positioning statement ‘Everyone relies on me, so I rely on Reflex’ the messaging speaks directly to office managers across Australia.
Featuring diverse faces in corporate, co-shared and home office settings, the campaign puts the unsung heroes of Australian workplaces – the office managers – front and centre.
Graavia then formulated a media strategy encompassing radio, billboards, office towers, bus backs and taxis with a nationwide reach making the Reflex brand highly visible across Australia.
Result
The results were unprecedented. After years of declining numbers, the campaign delivered the first increase in sales in over a decade.
The strength of the campaign also assisted Australian Paper in negotiating its position with major retailers, securing their position on the shelves of these majors for the next several years.
‘Everyone relies on me, so I rely on Reflex’, the messaging speaks directly to office managers across Australia.
