TK MAXX
BRIEF
TK Maxx were about to open their flagship store in Covent Garden.
EXPERIENCE
We created a unique hoarding that built intrigue amongst ‘treasure seekers’, doubling up as an entry mechanic for them to attend the launch party.
We constructed a 'tree of wisdom' outside the new store with 15,000 leaves that passers-by could pick to enter a draw. After a lot of hard-earned buzz on social media, the hoarding was replaced by a giant curtain which came down at 6 o'clock, as the mother of all launch parties kicked off.
REACTION
All 15,000 leaves - every single one - was plucked from the hoarding and the winners celebrated with VIP guests through the night.
Total Leaves: 4,400
Leaves replenished each day: 400
Winning #no of leaves: 30
Total Twitter impressions = 2,290
Total Facebook impressions: 22,890
Winners were granted access to the VIP preview night party which enabled them to get into the store the night before it opened to the public, and included Celebrity guests such as Eliza Doolittle & Westlife's Kian Egan.
CAMPAIGN IMAGES
UK Address: 124 City Road, Islington, London. EC1V 2NX
Phone: +44 207 702 3600
Email: info@tribeagency.co.uk
EU Address: Back-Upstraat 20
1033 NX, Amsterdam
Phone: +31(0) 20 581 6220
Email: info@tribeagency.be
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Opening Hours
Mon - Fri: 9am - 6pm
Saturday: Closed
Sunday: Closed