To raise awareness around the opening of the Amsterdam store, we arranged for a TK Maxx-branded delivery man to walk through the city with a trolley full of boxes and branded products in high-traffic shopping streets like Dam, Leidseplein and Spui. On his way to the new TK Maxx store, he reached thousands of people; more than half of these contacts participated in an online competition. A pop-up fashion show in the city centre was also an eye-catcher that made shoppers experience TK Maxx’s offering in a striking way.
In Arnhem, we started with a special VIP evening, where influencers got the opportunity to discover and shop in the brand-new store while enjoying a snack and drink. The following morning, our TK Maxx brand ambassadors were ready to welcome and inform the large group of people attending the official opening.
Another team of brand ambassadors invited passers-by to play a Treasure Hunt game. This involved finding “treasure” labels hidden in various places around the city and exchanging them in the store for shopping vouchers to the value of €5, €10, €20 or even €100! Gamifying the launch successfully turned it into a shopping experience, with the gamers discovering the new store and becoming customers! The brand ambassadors continued to be involved in activating the brand and generating traffic to the shop for the first month after opening.
Susanne Bensdorp Content Producer
The Oval Office
We turned store openings into real experience-driven communication moments, creating brand awareness as well as activating people to discover the unique assets of TK Maxx.