TK Maxx says ‘Yes Way’, launches in local market with ‘improbable’ beach scenarios
International discount retail brand TK Maxx has officially launched in the Australian market with a new marketing campaign showcasing ‘improbable’ activities taking place on Sydney’s beaches used to introduce to proposition ‘Yes way’.
The campaign, which is the first out of 303 MullenLowe since it was given creative, media, digital and PR duties for the brand, is running in line with the opening of TK Maxx’s 35 stores across NSW, Queensland, Victoria and Canberra.
TK Maxx’s 30 second TV ad features a woman walking along a metal pole, a woman surfing fully clothed and umbrella-style kites.
It aims to capture the positivity of the Australian spirit and show how the improbable can be possible, connecting that idea with the brand’s prices.
Richard Morgan, executive creative director at 303 MullenLowe, said of the brief: “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.”
Tessa Buenen, head of marketing at TK Maxx Australia, said the campaign brings the brand’s proposition “to life.”
“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 amazing prices.”
The campaign, which kicked off at the Royal Botanic Gardens last week, will run across media, digital, PR and social as well as TV, out-of-home and radio.
Clients:
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
- Copywriter: 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
This store has an amazing proposition and in the UK is a phenom.
This is lacklustre creatively..and communicates nothing. Shame.
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this is good – its what they need.
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no hit it on the head…
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Love it. Fun.
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