Hot Wheels Design & Branding TRACKTAPE by Ogilvy & Mather Mexico

TRACKTAPE

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Industry Toys
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Art Director Fernando Carrera, Victor Alvarado
Account Supervisor Maria Del Pilar Troconis
Released March 2011

Credits & Description

Category: Point of Sale
Advertiser: MATTEL MÉXICO
Product/Service: HOT WHEELS
Agency: OGILVY MEXICO
Date of First Appearance: Mar 2 2011
Entrant Company: OGILVY MEXICO, MEXICO
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Fernando Carrera (Ogilvy México)
Creative Director: Victor Alvarado (Ogilvy México)
Copywriter: Fernando Carrera (Ogilvy México)
Copywriter: Victor Alvarado (Ogilvy México)
Art Director: Fernando Carrera (Ogilvy México)
Art Director: Victor Alvarado (Ogilvy México)
Account Supervisor: Pilar Troconis (Ogilvy México)
Account Director: Paola Mayoral (Ogilvy México)
Grouper Boys: Giancarlo Melloni (Mattel México)
Planner: Javier Macías (Ogilvy México)
Media placement: 2nd March 2011 - Schools And Public Places - It Still On Course

Describe the brief from the client
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.

Describe the challenges and key objectives
How to invite kids to play with Hot Wheels cars and tracks whenever, wherever?

Describe how you arrived at the final design
We found that the best way to achieve the objectives was not a campaign, but a product.

We designed an economic and simple product: an adhesive tape that transforms any place into a Hot Wheels track.

Give some indication of how successful the outcome was in the market
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 case still in course, so the main results can not be shared yet. We are looking forward to publish the Track Tape complete results at the 2012 Effectiveness Lions.