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.