The Challenge
TK Maxx wanted a highly engaging Christmas campaign to drive awareness of their ‘Ridiculous Possibilities’ shopping proposition and increase footfall to stores.

The Insight
Creating a standout, participatory experience in a high-footfall location would maximise visibility and encourage engagement during the busy Christmas period.

The Idea
Bring the ‘Ridiculous Possibilities’ proposition to life through an unexpected, interactive Christmas experience.

Execution
A large-scale Christmas musical jukebox installed outside London’s Kings Cross Station.

Consumers were invited to select songs and trigger live performances from a choir, delivering unusual renditions of Christmas favourites, including the track from the new TK Maxx Christmas ad.

The installation was designed to stop people in their tracks, encourage participation and create shareable moments, supported by a range of consumer promotions to drive footfall into nearby stores.

Result
Visibility across 330,000 daily footfall at Kings Cross

High engagement with an average dwell time of 4.5 minutes

Over 150,000 social media shares

Retail sales exceeded target for the campaign week

TJX US: “This is what we should be doing”