Oxford Street Launch

TK MAXX

It’s a challenge to stand out on the UK’s busiest high street so we were tasked to prepare a high impact launch that appealed to a broad audience. Using influencers and special offers to drive footfall, followed by regular events to engage local shoppers.

Challenge

Promote the opening of a new flagship TK Maxx store on London’s Oxford Street.

Stand out from the competition and drive footfall into the store around launch weekend.

Insight

The audience on Oxford Street is very broad so we needed to focus on maximising proximity reach. Targeting two audiences – local workers and tourist day shoppers.

Solution

We hosted a preview evening for locals where they could shop in the store before it officially opened, enhanced with appearances by influencers, music and catering.

The following day a public launch took place where they could win influencer-curated rails of clothing and homewares. All covered by PAQ, an online fashion channel targeting a Gen Z audience.

Result

Hundreds of people entered the store generating the highest sales for any TK Maxx store launch in the UK.

Over 1,000 shoppers to engage and enter the in store curated rail competition for a chance to win across the 4 x activation days.