Campaign Details

Brand: Mattel India
Lead Agency: Gameloft Advertising Solutions
Region: APAC

Strategy

Objective

Hot Wheels has remained a beloved brand for nearly 50 years and car play is an intuitive play-pattern which has contributed to Hot Wheels' success as the top-selling toy in the world. For toy brands, TV was once a safe bet for reaching a relevant audience of young children, who would tune in either after school or during their leisure time. But the rise of digital platforms has led the brand to reconsider their outreach.

Hot Wheels wanted to show consumers that the brand is more than just a static play – its products can produce an active play experience that is fascinating for children. Hot Wheels had launched its new Track Builder product range, encouraging kids to design, create and customize their own tracks using a variety of stunts and layouts. The objective was to create a unique concept that was thrilling, interactive and engaging, increased brand recall value in kids' minds and ultimately drove sales.

Target Audience