Category: Titanium and Integrated
Advertiser: MATTEL MÉXICO
Product/Service: HOT WHEELS
Agency: OGILVY MEXICO
Date of First Appearance: Mar 2 2011
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Victor Alvarado (Ogilvy México)
Creative Director: Fernando Carrera (Ogilvy México)
Art Director: Victor Alvarado (Ogilvy México)
Art Director: Fernando Carrera (Ogilvy México)
Copywriter: Victor Alvarado (Ogilvy México)
Copywriter: Fernando Carrera (Ogilvy México)
Account Supervisor: Pilar Troconis (Ogilvy México)
Account Director: Paola Mayoral (Ogilvy México)
Grouper Boys: Giancarlo Melloni (Mattel México)
Games Marketing Director: Isabel Olmos (Mattel México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Media placement: Track Tape - Schools And Public Places - 2nd March 2011
Describe the campaign/entry
For more than 40 years, Hot Wheels products have been a children´s favourite. Although extremely fun, tracks don´t have the immediacy and portability of playing as cars do. How to invite kids to play with Hot Wheels cars and tracks whenever, wherever?
We found that the best way to achieve the objectives was not a campaign, but a product.
We developed an economic and simple product: an adhesive tape that transforms any place into a Hot Wheels track.
The Track Tapes promotes the main values of the brand, such as fun, immediacy and portability by making the consumer experiment by themselves.
Better than saying that a brand is fun, is to make consumers have fun with it.
Describe how the campaign/entry was launched across each channel in the order of implementation
We started giving the Track Tapes to children as a promotional gift, at schools, shopping malls and public places. So with 0$ of media investment, the Track Tape became media by itself. Placed exactly where the target is by the own target.
Besides, while the Track Tape remains placed where the children used the tape, it works as an outdoor ad, inviting other children to play with Hot Wheels cars, generating even more brand experiences and consumer occasions. This way, we reignited the trend of playing with Hot Wheels products amongst children.
Give some idea of how successful this campaign/entry was with both client and consumer
We generated a unique brand experience with the target market, by creating a product that can transform every single place into a Hot Wheels track. It was such a success in terms of awareness and consumer response, that Mattel decided to add the promotional gift to the Hot Wheels' product portfolio.
The campaign is still ongoing, so the main results can not be shared yet.