Mission:
As the main sponsor of the Superbloom Festival, TK Maxx wanted to do more than just display its logo. The brand needed to be experienced at the heart of the festival.
Our mission: to bring the brand to where the festival vibes were strongest – right into the thick of the action. A creative activation was designed to combine festival vibes, style and brand messaging into an unforgettable experience.
Solution:
The TK Maxx Glam Garden makes TK Maxx the hotspot for experiences at the festival. At its heart is a branded Airstream trailer, where celebrity make-up artists and hair stylists transform festival visitors into glamour icons. Polaroid stations capture every moment and display the pictures directly on the Bloom Wall – to take away, post and share. Retro charm, social media-friendly moments and interactive styling combine live events and the digital world, creating a direct link to the online shop and thus strengthening brand loyalty via CRM-supported touchpoints.
Success:
The TK Maxx Glam Garden proved to be a real crowd puller: over 4,500 festival-goers immersed themselves in the sparkling world of TK Maxx. Our celebrity make-up artists conjured up red carpet looks full of glamour and glitter, which resulted in beaming faces and plenty of selfie moments. Over 2,000 Polaroids were taken at the Bloom Wall, perfectly capturing the festival feeling. At the Superbloom Festival, TK Maxx showed its bold, approachable side – colourful, glittery and absolutely Instagram-ready.
