Why would anyone shop at TK Maxx?

Posted: 30th May, 2017 in Case Studies, Marketing Services, PR & press, Sales , Strategy & planning

Most people will agree that we all like a bit of wacky humour in our lives from time to time. We are so used to going through the “hum drum” motions of everyday life.So when something different comes along and catches our attention, we stop and listen.

Recently, I received an email inviting me to watch the new marketing campaign “Ridiculous Possibilities” from TK Maxx. Naturally, curiosity got the better of me and I had to have a look. 

This 60-second clip is not only humorous; it is brilliantly direct. I was left feeling enchanted especially having heard the hushed and subtle tones of Bill Nighly’s voice as he asked “Why would anyone shop at TK Maxx?

The advertisement begins with a very colourful dinner party setting and then quickly changes to a multitude of wonderful and weird scenes where guests explain why they shop at TK Maxx. Examples include a woman playing squash with a frying pan, to a guy playing the piano on a small desert island in a multiple of outfits right through to a woman sitting on a horse in the middle of a living room.

In my opinion, this video is pure genius. Love them or loath them, TK Maxx’s entire business model is centred around the customers experience of rumbling around a jumble sale type of atmosphere full of unpredictability, a little chaos, whilst offering the thrill of finding “Ridiculous Possibilities” and unexpected treasures. 

In this interesting campaign, TK Maxx makes no apology for the haphazard approach to their store. In fact, they embrace the “Ridiculous possibilities” theme because as the tagline explains “it’s the small prices you pay, to pay the small prices you pay for the big labels in TK Maxx”.

It’s very refreshing to come across a company that are so honest in their marketing and have the ability to laugh at themselves. TK Maxx knows exactly who they are and what they are not. It also gives me great comfort knowing the promises they make are realistic, never boring, unique to them and centred on the customers experience.

This got me thinking about the lessons we can all learn from campaigns like this, so I thought I would share them with you:

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