Mattel DM HOT WHEELS MY RIDE by Isobar Sao Paulo

Advertiser: MATTEL
Agency: AGE ISOBAR
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: HOT WHEELS MY RIDE
Art Director: Henrique Mattos (AGE Isobar)
Creative Director: Carlos Domingos (AGE Isobar)
Art Director: Cristiano Rodrigues (AGE Isobar)
Art Director: Rodrigo Cabello (AGE Isobar)
Copywriter: Daguito Rodrigues (AGE Isobar)

Outcome
Almost 3,000 drivers took a picture of their cars in 1 week. Hot Wheels sales at the mall increased about 30% during the weeks. Besides that, it was the best Hot Wheels sales during Child’s Month (October) in 20 years of Mattel in Brazil. Mattel France and Mattel New Zealand asked us to repeat this idea there, using our project.

Execution
Cheap, easy, simple and effective. This was the first time anyone could turn their car into a Hot Wheels. A really fun idea that shrinked parents back into a kids' world, helping them to realize that Hot Wheels definitely would make the ideal present. If anyone ever thought their car was as cool as one sold by Hot Wheels, they could realize their dream with our campaign. And, we’ve realized all children’s dream: they could see and ride in a real Hot Wheels car.

Client Brief Or Objective
Mattel launches about 450 new Hot Wheels models in the Brazilian market per year. Our aim was to show these variety of toy cars for existing and new customers. We’ve created a direct campaign that turned mundane cars into Hot Wheels collectables. A large installation made to look like Hot Wheels packaging was placed in front of malls in São Paulo. It was empty, so we used flyers to ask visitors to drive their own cars into the faux packaging. it was connected with an online photo sharing campaign, so people could post a picture with their ‘miniaturized’ car.

Implementation
We constructed a large installation that looked like a real Hot Wheels packaging. It was empty, so visitors of the mall could drive their own car into the faux packaging and, using an iPad, could post a picture on Facebook, Twitter and Instagram with their ‘miniaturized’ car and the hashtag #HotWheelsMyRide. We distributed flyers at the Mall’s entrance inviting the drivers to Hot Wheels their cars.