TK Maxx is Europe’s leading store for off-price clothing and home articles. After the launching of the first five stores in the Netherlands, it was the turn of Amsterdam in May 2017.
How do you allow a critical Amsterdammer to experience a unique store experience if he’s not yet been there? And how do you do this effectively with a limited budget?
We created an experience and visibility for the brand in high traffic locations, such as on the Dam, Leidseplein and Spui. How? An eye-catching TK Maxx courier, with a trolley full of boxes and new articles, searched for and travelled in different ways to the new TK Maxx branch.
The TK Maxx courier travelled for half a day around Amsterdam, both on the tram/metro and walking. People were curious about his story. He had 60 qualitative conversations, and visually reached thousands of people on the streets. More than half of the contacts participated in the linked online competition.