SHOPPING EUPHORIA BROUGHT TO LIFE:
T.J. MAXX LAUNCHES MAXX MOMENT CAMPAIGN
Survey finds women more likely to share excitement over bargain finds than extravagant purchases!
Framingham, MA, April 19, 2007 /PRNewswire/ — In shopping and fashion, there is the thrill of the hunt, and then comes the pure, unmatchable exhilaration of the "find." The bargain find that is! There is nothing better than uncovering an amazing piece of designer fashion at an incredible price. A recent survey by Caravan Opinion Research found that 15 % of women who responded loved nothing more than to share that exhilaration with everyone around them, while only 2% are inclined to talk about their extravagant, high end purchases. Inspired by a woman's need to divulge her amazing find, national off-price retailer, T.J. Maxx has launched a new marketing campaign, and a new phrase into pop culture-the Maxx Moment.
What is a Maxx Moment?
"A Maxx Moment is a spontaneous display of joy and euphoria brought on by the
combination of great savings and hot designer fashion, and that need to share that joy," said Laura McDowell, T.J. Maxx spokesperson. "Just ten years ago, we found that people wouldn't disclose where they
shopped and saved, instead they talked about their extravagant
purchases. Now, it has become more and more common and engrained in
our culture to brag about your smart shopping success stories. Saving
money is no longer taboo."
Sharing the exhilaration of the find has become such a hugely popular phenomenon; it happens everywhere from the dinner table to the red carpet. Even celebrities from Barbara Walters to Rachael Ray have been known to brag about their momentous off-price finds on their television shows. A quiz on the T.J. Maxx website, www.maxxmoment.com, found that out of 7,300 women, 25 percent immediately pick up the phone when they get a great deal to tell anyone who will listen. Thirty-seven percent of those women tell a friend, 16 percent go right to their moms and in extreme cases where friends and moms aren't available and it is urgent, 9 percent of women call their husbands! Popular places to share the moment included the office and at a party.
The T.J. Maxx, Maxx Moments platform, created by North Carolina based, Mullen Advertising is a multi-faceted campaign which includes four :30 second and four :15 second television spots, seven :30, :15 and :60 second radio spots, in-store advertising and an online component designed to bring this cultural phenomenon to life. While the television spots stay true to the company's primary mission to show the breadth of great fashion and accessories in-store, they also portray women who have become so overwhelmed with the deals they found that they can't contain themselves and share it at an inappropriate time, i.e. a stewardess during the pre-flight safety review, a teacher during class, a woman toasting at a friend's wedding and a singer during a concert.
"When the concept for the Maxx Moment campaign came to us, we knew people would instantly relate, as so many of us have these moments every day," said Jo-Anne Nyer, Vice President of Marketing for T.J. Maxx. "It's not just a way to focus on our great fashion and value, but a way to connect emotionally with our customers, knowing they love to brag about their great finds. This campaign allows us to show that insight in a funny, entertaining way."
In conjunction with the campaign, T.J. Maxx has launched www.maxxmoment.com, an interactive website that allows customers to view the television spots and spill their own Maxx Moments. The website also features a contest: one lucky winner with a fabulous Maxx Moment will win a $1,000 shopping spree (contest ends on April 30th).
The Maxx Moment television spots are currently airing in key markets, and will run nationally beginning April 22nd through May 12th. The campaign is also featured in all T.J. Maxx stores nationwide, and will continue in the fall with television, radio, in-store and potential print elements.
So, when someone tells you they found a great spring dress at an amazing, unbelievable price, tell them they just had a Maxx Moment!
About T.J. Maxx
T.J. Maxx the nation's largest off-price retailer with over 800 stores in 48 states. The stores carry
brand name and designer fashions for the entire family and home at amazing savings,
every day. For additional information and store locations, please visit us on the web at
Mullen, an Interpublic Group company, is a full-service marketing communications agency known for its interdisciplinary team approach to building brands. Mullen's client portfolio includes Wachovia, EMBARQ, Sealy, Inc., T.J. Maxx, La Quinta, and more. Headquartered in Wenham, Mass., the agency operates full-service offices in Winston-Salem, N.C., Detroit, Mich., and Pittsburgh, Pa. For more on Mullen, visit www.mullen.com.
For use of TV spots on broadcast or online, additional information or interviews, please contact: Sonya Cosentini
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