Category: Best Use of Ambient Media: Small Scale
Advertiser: MATTEL MEXICO
Product/Service: HOT WHEELS
Agency: OGILVY MEXICO
Vice Presient of Creative: José Montalvo (Ogilvy México)
Vice Presient of Creative: Miguel Ángel Ruiz (Ogilvy México)
Creative Director: Abraham Quintana (Ogilvy México)
Associate Creative Director: Luis Mata (Ogilvy México)
Associate Creative Director: Carlos Díaz (Ogilvy México)
Art Director: Jaime González Díaz De Cossío (Ogilvy México)
Copywriter: César Said Pérez Rubio (Ogilvy México)
Copywriter: Emanuel Aguilar (Ogilvy México)
Art Assistant: Adriana Galicia (Ogilvy México)
Head Of Art: Iván Carrasco (Ogilvy México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Art Buyer: Ereth Bolaños (Ogilvy México)
Planner: Jan Erhardt (Ogilvy México)
Director: David Ruíz (Unidad 59)
Photographer: Carlos Arnaus (Arnaus Y Vilchis Producciones)
Art Director: Alexandre Espinosa (Ogilvy Redworks)
Media placement: Activation? - Restaurants/Car Wash/Toy Stores - 24 February 2012
Insights, Strategy & the Idea
Hot Wheels is a worldwide loved brand, and Mexico is not an exception. Each year, millions of children play for the first time Hot Wheels cars, tracks and other products. Adults don’t remain indifferent to Hot Wheels, they like the brand, they buy it, collect it and some even tattoo it on them. But there’s a problem: when children grow up, they stop playing with their little cars, and they don’t enjoy the brand like they used to when they were children.
How do we make parents play with their children again with Hot Wheels?
Creative Execution
Big Hot Wheels was created: electrostatic stickers with very attractive designs like fire flames, numbers, brand logos, racing codes, etc, to transform real cars into real-sized Hot Wheels. Material was designed to be handy, easy to put on, removable and reusable.
First, Big Hot Wheels visited many places where parents and children usually go: mall parking lot, toy shops, car races, restaurants, etc. In those places, a team put the stickers on the cars, showing how to use them, and making children and grown-ups spend time together.
Results and Effectiveness
Excitement spread to others: cars run on the street and the impact grew. People got surprised when they saw real-sized Hot Wheels. There was also some envy in people’s reactions. Reactions showed happiness.