AdNews' Lindsay Bennett looks at the local launch strategy for global retailer TK Maxx.
TK Maxx has rolled out its first work with 303 MullenLowe ahead of opening 35 stores on Thursday this week across Queensland, Victoria and Canberra.
The campaign promises 'exceptional value on big brands' and aims to show how the store can make the 'improbable possible'. It also introduces the launch tagline: ‘yes way’.
It is the first work from 303 MullenLowe since it picked up the local creative account in March.
The retail giant, which has more than 500 stores across Europe, is set to take on the likes of H&M, Zara and Top Shop, as well as disrupt big players, including David Jones and Myer.
The ad is distinctly Australian, filmed beachside in Sydney and featuring sun, surf and stilettos.
303 MullenLowe ECD Richard Morgan said the challenge was to give a global brand an Australian flavour.
“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," he said.
TK Maxx is leveraging 303 MullenLowe's full service model, including media, digital, PR, social strategy, television, outdoor and radio executions.
TK Maxx head of marketing Tessa Buenen said this will be a domestic first.
“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 stores being opened on 20 April will be 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.