Mattel Promo, Case study SCRABBLE SEARCH by Neo, Ogilvy & Mather Mexico

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Industry Games
Media Promo & PR, Case study
Market Mexico
Agency Neo
Agency Ogilvy & Mather Mexico
Creative Director Abraham Quintana Garay
Art Director Jaime González Díaz De Cossío, Luis Mata
Copywriter Sergio Almazán, Marina Arzate, César Said Pérez Rubio
Released March 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: MATTEL
Product/Service: SCRABBLE
Agency: NEO
Date of First Appearance: Mar 26 2011
Entry URL:
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Abraham Quintana (Ogilvy México)
Art Director: Luis Mata (Ogilvy México)
Art Director: Jaime González Díaz de Cossío (Ogilvy México)
Copywriter: César Said Pérez Rubio (Ogilvy México)
Copywriter: Marina Arzate (Ogilvy México)
Copywriter: Sergio Almazán (Ogilvy México)
Account superisor: Pilar Troconis (Ogilvy México)
Account Director: Paola Mayoral (Ogilvy México)
Grouper Boys: Giancarlo Melloni (Mattel México)
Brand Manager: Isabel Olmos (Mattel México)
Agency Producer: Juan Pablo Osio (Ogilvy Mexico)
Web Specialist: Aarón Sánchez (Ogilvy México)
Media placement: Internet - Google - 26 March 2011

Insights, Strategy & the Idea
The internet is a world of words. Scrabble is a game of words.

Based on this principle, the idea was generated to turn the Google search engine into a Scrabble word counter scoring.

Creative Execution
When a user performed a Google Search, whether it was a term or a word, the engine threw a result with the word searched along with its Scrabble Score, according to the value Scrabble gives to each letter. Once the advertisement was displayed, the user could click it to go to a microsite and from there, join a Scrabble application on Facebook.

Results and Effectiveness
The results were very encouraging.

More than 300,000 impressions everyday.

More than 3,000 clicks everyday.