XMAS CARDS by Ogilvy & Mather Budapest for Hot Wheels

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XMAS CARDS

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Industry Toys
Media Direct marketing
Market Hungary
Agency Ogilvy & Mather Budapest
Creative Director Ferenc Benesch, Will Rust Ogilvy
Art Director Zoltan Visy
Copywriter Karolina Galacz, Balazs Vizi
Released December 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: HOTWHEELS
Product/Service: TOYS
Agency: OGILVY & MATHER HUNGARY
Creative Director: Will Rust (Ogilvy Group Hungary)
Creative Director: Ferenc Benesch (Ogilvy Group Hungary)
Art Director: Zoltan Visy (Ogilvy Group Hungary)
Copywriter: Karolina Galacz (Ogilvy Group Hungary)
Copywriter: Balazs Vizi (Ogilvy Group Hungary)
Planner: Martin Alles (Ogilvy Group Hungary)
CGI Photographer: Thomas Mangold
Media placement: DM Campaign - Independent Toy Shops - 17-18 December 2011

Describe the brief/objective of the direct campaign.
Our target audience was children who know Hot Wheels cars, and of course, their parents, who were doing the Christmas shopping for them. Christmas cards were distributed to potential future drivers highlighting the need for responsible driving during the typically accident-prone Christmas period.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Christmas cards were distributed during the Christmas period, in front of toy shops that sell Hot Wheels toys to remind children and parents about the unique Hot Wheels experience. The cards capture children's imagination and show a world where Hot Wheels race-cars disturb the lives of the other tiny creatures in the house: mice.

Explain why the creative execution was relevant to the product or service.
The campaign captures children's imagination by telling them a playful and visually captivating story about Hot Wheels cars. Appealing to our primary target audience, children, the cards engage them with the brand in a manner they love and understand: via a funny tale. Also, they carried a message relevant for the parents as well: a warning against reckless driving.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Thanks to our campaign, the sale of Hot Wheels products increased significantly in the Christmas period of 2011 compared to the same period of 2010.