Mattel: THRILL MACHINE

Credits & Description:

Advertiser: MATTEL TOYS (INDIA)
Agency: OGILVY & MATHER INDIA
Category: Viral Film
Advertising campaign: THRILL MACHINE
National Creative Director: Abhijit Avasthi (OGILVY & MATHER INDIA)
Account Manager: Hiral Vyas (OGILVY & MATHER INDIA)
Creative Director: Hemal Jhaveri (OGILVY & MATHER INDIA)
Account Director: Kankana Ghosh (OGILVY & MATHER INDIA)
National Creative Director: Rajiv Rao (OGILVY & MATHER INDIA)
Art Director: Pratheeb Ravi (OGILVY & MATHER INDIA)
Associate Creative Director: Pratheeb Ravi (OGILVY & MATHER INDIA)
Ogilvy Action President: Samir Gupte (OGILVY & MATHER INDIA)
Senior Visualiser: Shruthi Venkataraman (OGILVY & MATHER INDIA)
Vice President: Ajay Mehta (OGILVY & MATHER INDIA)
Account Executive: Devasmita Halder (OGILVY & MATHER INDIA)
Copywriter: Hemal Jhaveri (OGILVY & MATHER INDIA)
Management Supervisor: Pradyumn Tandon (OGILVY & MATHER INDIA)
Copywriter: Sukesh Kumar Nayak (OGILVY & MATHER INDIA)
Assistant General Manager - Operations: Umesh Rajput (OGILVY & MATHER INDIA)
Senior Copywriter: Manasvi Abrol (OGILVY & MATHER INDIA)
Executive Creative Director: Sukesh Kumar Nayak (OGILVY & MATHER INDIA)

Implementation
Brand perception? Legacy? Sales? Our answer, was 25ft of thrilling twists and turns built straight out of a child’s imagination that made purchase as fun as play – The Hot Wheels Thrill Machine.The Thrill Machine checked all the boxes as it did what it set out to do. What it exceeded in, was the impact it created by drawing 44,900 fans, boosting sales by 555%, capturing a Guinness World Record in true Hot Wheels fashion and most importantly, it left its core target audience with a huge smile to match their new toy car.

Relevancy
Hot Wheels have always found new ways to engage children with their toy cars and has been doing it successfully for generations. But there was one problem, why should a product that’s associated with ‘speed-power-performance’ and excitement be bought like any other house hold item?That’s why; the Hot Wheels Thrill Machine extended the brand attributes to the purchasing process and represented Hot Wheels like no other shelve or rack could.

Outcome
From selling 5 toy cars a day to selling 1 toy car every 4.8 minutes - The key account, Central Mall witnessed a whopping 555% increase in average daily sales and maintained post event sales at 150% above average.The free PR generated by the campaign alone was worth USD 4.5 million. That’s over 50 times the budget (USD 90,909)At the end, the Thrill Machine’s greatest achievement wasn't its Guinness Record or its 44,900 fans who witnessed it. But, the joy it delivered to countless children showcasing how changing the purchase experience can help transform brand perception and increase sales.

Client Brief Or Objective
Shopping for Hot Wheels cars is still an over-the-counter process which sorely lacks the attributes of ‘speed-power-performance’ and excitement that the brand stands for. The objective was to reinforce these attributes at the point of purchase and add to the brand perception with every purchase.