LABELS-FOR-LESS FASHION RETAILER CELEBRATES ITS SHOPPERS’ SPECIAL RELATIONSHIPS IN CHRISTMAS TV CAMPAIGN
Europe’s leading labels-for-less retailer TK Maxx, has announced the release of its Christmas campaign, You. By Me.
Set to launch in stores today across Europe, the advert previews on television and social media tonight in the UK.
Following on from its Me. By Me. summer and autumn campaigns that starred TK Maxx shoppers showing their individual style, the fashion retailer once again features its shoppers, this time highlighting Christmas gifting as a celebration of people’s unique and special relationships.
You. By Me. centres around the insight that the best gifts are the ones that reveal deep knowledge of loved ones, their foibles, passions and hobbies. With shoppers choosing from a me-too assortment of predictable gifts elsewhere, there’s no better way to tell them how special they are this Christmas than with a thoughtful and unique gift from TK Maxx.
A group of thirteen TK Maxx shoppers were picked for their stories about the special people in their life. From best friends to couples, mothers and daughters and even a dog, all the cast members shared exceptional and heart-warming relationships, knowing each other’s individual quirks and eccentricities better than anyone else. This special bond is demonstrated through their present giving. During the filming of the TV advert, the pairs chose and exchanged gifts for real and are filmed live opening their presents with curiosity and delight.
The cast includes: sweethearts Miriam, a social worker and Delasi, a student, old friends Gabi and Maira, interior design and fashion graduates, forever best mates Jack and Emil, soulmates Jenny and Shane and mum Siobhan with her daughters Georgie and Rhianna.
The shoppers will see themselves appear on television, billboards and in newspapers and magazines across Europe. The campaign will be amplified online, where the public will have the opportunity to get to know the cast in depth through charming short films that explore their relationships further.
Deborah Dolce, Group Brand & Marketing Director, TK Maxx, said:
“You. By Me. builds on our popular Me. By Me. campaign by celebrating the special relationships we have with our friends and family. It’s for these exceptional people in our lives that we often look high and low for the perfect gift. We all know that feeling of giving a present that is different and really special because you know the person so well. Because our stores are full of thousands of different gems, with constant new deliveries of different items, we think TK Maxx is the shop where you can find something really unique. Working with our actual shoppers is a real privilege and something very different for a brand to do. We love the authenticity and emotion that these couples share with us when they choose and give each other presents for Christmas.”
The campaign was conceived by The Brooklyn Brothers; media strategy was led by MindShare and PR and Social by Fleishman Hillard. TK Maxx in-house creative agency developed the in-store campaign.
To find out more about the campaign, go to mebyme.tkmaxx.com or follow its progress on Twitter and Facebook at @TKMaxx_UK and www.facebook.com/tkmaxx.