Hot Wheels Promo, Case study SPEEDWAY by Neo, Ogilvy & Mather Mexico

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SPEEDWAY

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Industry Toys
Media Promo & PR, Case study
Market Mexico
Agency Neo
Agency Ogilvy & Mather Mexico
Art Director Francisco Hernandez Marzal
Copywriter Juan Carlos Meza
Photographer Diego Arrigoni
Account Supervisor Maria Del Pilar Troconis
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MATTEL
Product/Service: HOT WHEELS
Agency: OGILVY MEXICO
Agency: NEO
Date of First Appearance: Mar 18 2011
Entrant Company: OGILVY MEXICO, MEXICO
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Head of Art/Creative Director: Iván Carrasco (Ogilvy México)
Art Director: Francisco Hernández (Ogilvy México)
Copywriter / Art Director: Sergio Diaz (Ogilvy México)
Copywriter: Carlos Meza (Ogilvy México)
Account Manager: Alejandra Gómez (Ogilvy México)
Account Supervisor: Pilar Troconis (Ogilvy México)
Brand Manager: Giancarlo Melloni (Mattel México)
Agency Producer: Juan Pablo Osio (Ogilvy México)
Agency Producer: César Gama (Ogilvy México)
Agency Producer: Ernesto Herrera (Ogilvy México)
Agency Producer: Ereth Bolaños (Ogilvy México)
Photographer: Diego Arrigoni (Estudio Base)
Media placement: Outdoor Billboards - México-Cuernavaca Speedway - 16 March 2011

Insights, Strategy & the Idea
Hot Wheels is a brand that creates great experiences and amazing creative advertising, this way, fathers and children can identify our brand and make it his own.
Our target enjoy speed and challenge, they have the perception that Hot Wheels are small cars that help to express this.

The idea works because nobody can ignore this and everybody wants to tell his friends or relatives how amazing it can be.
The consumer feels part of Hot Wheels, being part of a toy that is generating a brand experience.

Creative Execution
Two giant children shape structures were placed in Mexico-Cuernavaca speedway. They make you live the experience of being inside a Hot Wheels.

Results and Effectiveness
We continued with the leadership brand positioning, communicating their goal about not selling a product but the fame that Hot Wheels obtained through an ad.
This caused that this piece of communication were mentioned in blogs, social networks, websites and local media. This was not only an outdoor piece, there were also all sorts of unpaid mentions covering different targets we wanted to achieve.