TK Maxx makes the improbable possible in newly launched campaign via 303 MullenLowe, Sydney

beach1.jpg303 MullenLowe has officially launched TK Maxx in Australia with a campaign that promises exceptional value on big brands, making the improbable possible - an insight that inspired the launch campaign tagline, 'yes way'.

Filmed beachside in Sydney and featuring sun, surf and stilettos, 'yes way' highlights TK Maxx's arrival as an off-price retailer where the brands are big and the prices are small.

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beach2.jpgSays Richard Morgan, ECD, 303 MullenLowe: "Our challenge was introducing TK Maxx to an Australian audience, whilst giving the European brand a quirky and uniquely Australian tone of voice, which led us to 'yes way' - a platform that captures the positivity of the Australian spirit, where anything is possible."

beach3.jpg303 MullenLowe has created a fully integrated campaign, from the media, digital, PR and social strategy to television, outdoor and radio executions. The launch of 'yes way' kicked off with a media event at the Royal Botanic Gardens last week and will be supported with social content on Facebook, Snapchat and Instagram.

tkoutdoor.jpgFrom Thursday 20th April until early May, TK Maxx will open 35 stores in NSW, Queensland, Victoria and Canberra. The stores are being converted from former Trade Secret locations. There are a few additional stores planned to open later in the year, including new locations at Top Ryde and Wollongong.

Says Tessa Buenen, AVP - head of website.jpgmarketing TK Maxx Australia: "We're incredibly excited to be bringing the TK Maxx brand to Australian shoppers. This campaign brings our proposition to life in a really fun, vibrant way that will inspire Australians to come and discover an ever-changing supply of big brand treasures at TK_REVISED_OUTDOOR_LEGS.jpgamazing prices."

TK Maxx offers everything from women's, men's and kid's fashion, to footwear, accessories, lingerie, beauty, luggage, homewares and more. It has over 500 stores across seven countries - the United Kingdom, Ireland, Germany, Poland, Austria, the Netherlands, and now Australia.

TK Maxx is owned by The TJX Companies, Inc. - the leading off-price retailer of apparel and home fashions in the U.S. and worldwide.

Client: TK Maxx
AVP - Head of Marketing, TK Maxx Australia: Tessa Buenen

Agency: 303 MullenLowe
ECD: Richard Morgan
Creative Director: Adam Whitehead
Art Director: Leila Cranswick
TK_REVISED_OUTDOOR_SURF (1).jpgCopywriter: Simon Jackson
Managing Partner, Client Services: Tony Dunseath
Head of Strategy: Jon McKie
General Manager Media: Jackie Purcell
Managing Partner, Digital: Brad Morris
Director of PR: Melissa Grove
Business Director: James Lammert
Senior Business Manager: Meredith Raskopf
Social Strategist: Chelsie Paulson
Digital EP: Mark Davies
Photography: Nick Bowers
Designer: Davina Milne
Head of TV: Sean Ascroft
Production Company: Goodoil Films
Director: Stuart Bowen
Executive Producer: Sam Long
VFX: Fin Design
Composer: Josh Abrahams
Sound: Sound Reservoir

Stills Production: The Kitchen Creative

17 Comments

Haxx said:


Not the way to go

Maxx said:

Shame they're ignoring the WA market. Foreign brands including H&M, Topshop, Zara, Uniqlo and John Lewis are confidently expanding as consumers spend big in Perth. Missing a trick there TK Maxx.

Breathtakingly said:

bad...

X said:

It's fun, it's fashion. Job done.

Legs said:

Looks great. We likey.

WHAT!??! said:

i like the legs on the beach, would love to find them sticking out after my cold early surf.

Montague Tigg said:

I'm not sure who's going to like (or remember) these ads unless they're offended by the sexy women's legs whose heads and torsos appear buried in sand, but the stores will no doubt do well. Australia has lacked brand-name fashion discounting. The TJX juggernaut will make some waves on these shores.

That is said:

horrible. On every level. Really did anyone even try with this? If you had anything to do with this disaster, get your name off this turd before you never work again. This town is too small.

Bad imitation said:

Cliched Aussie attempt to rip off the WK work for TK in london.

Woeful on all levels said:

embarrassingly hokey

Bad imitation said:

Cliched Aussie attempt to rip off the WK work for TK in london.

john said:

Crap. Hardly an original strategy....Big brands, small prices....c'mon guys that's just lazy . There's plenty of planners around there, clearly no one wanted to work on this.

No way said:

Boring.
For a brand that is suppose to revolutionise the way we shop this is far from revolutionary.
Feels like old school traditional work to me.
It's trying to follow the UK work but falls awfully flat.
They should have pitched the work.

Obviously said:

There are a lot of agencies pissed off at losing this pitch. Still holding a grudge therefore trolling this piece.

new tagline said:

Big Brand. Small idea.

Weird punctuation. said:

Right?

Pury said:

@ obvious, on the contrary, I think all the agencies who pitched for this business would be breathing a sigh of relief now.

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