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Overview: 2008 National "Fashionomics" Tour

Ogilvy Action needed a way to bring the shopping experience of TJ Maxx to an audience away from the retail stores. To achieve this, they used 2 AdVans to tour the nation, educating and entertaining customers along the way. The goal was to teach shoppers about fashionomics: how to look great and still save money!

Partnering with Rocket XL for the creation of a custom video game, the AdVans brought the shopping experience to the customer. The game allowed players to race around a TJ Maxx store, collecting great deals and defending their carts from other shoppers. Every item collected had a retail price, and a discounted TJ Maxx price. At the end of the clock, the shopper with the most savings from TJ Maxx discounts won the game, and a prize! While the AdVan driver ran the game and taught people how to play, the AdVan was supported by street-team members handing out premiums and interacting with the public, generating fantastic buzz and excitement. Utilizing leased locations in high foot traffic areas, and coupled with tables and banners showcasing actual TJ Maxx merchandise, the AdVans and "Fashionomics" Game scored a huge success in achieving the goals and objectives of the tour.

Objectives:

Educate shoppers about "Fashionomics" and launch the "Fashionomics" Tour and campaign.
Educate shoppers regarding the availability of name brand products at TJ Maxx stores.
Drive traffic to the local retail locations
Build positive brand recognition and foster consumers association of TJ Maxx with value and quality.

Technology:

The TJ Maxx "Fashionomics" video game was custom built by digital interactive house Rocket XL, and ran in Flash 9.0 on a Sony Viao laptop running Windows Vista. The game utilized wireless Logitech controllers for their freedom and flexibility. The hardware was provided by Rocket XL, allowing them to develop and test the game and controller setup directly. Their laptop connected to the AdVan display system via VGA signal, and was captures at 1600x1200 at 60Hz. The game was designed at a resolution of 1600x800 to fully utilize the AdVans 2:1 aspect ratio screen.

Results:

The "Fashionomics" Tour was a huge success, generating over 11 million impressions. Crowds were constant around the AdVan, and response from the public was awesome! TJ Maxx was inserted into shopper's consciousness as a high value, high quality brand all across the nation.