HOT WHEELS ‘THE WORLD’S SMALLEST CAR SOUND SYSTEM’
Product design / Activation
Played with by over 41 million children since 1968 and sought out obsessively by collectors the world over, Hot Wheels is famous for blurring the lines between fantasy and reality in both its toy car customisations and real-world stunts. So, it was only fitting that we launched our latest product innovation at Africa’s largest motor show. 1 regular Hot Wheels car. 6 x micro-speakers. Leopard-print upholstery (obviously) = the Hot Wheels World’s Smallest Car Sound System. Its capability? 96 decibels. That’s just 4 decibels away from causing permanent hearing damage.
Over 11 days, on a tight budget, we had a captive audience of over 250 000 petrolheads. We were so bombarded with purchase requests, we decided to give away our limited-edition cars – it snowballed into a hugely popular competition, generating thousands of entries and a database for further Hot Wheels CRM activity. The littlest car at the Johannesburg International Motor Show ended up making the biggest noise.
Credits:
Client - Mattel
Agency - Ogilvy Johannesburg
ECD - Mariana O'Kelly
Art Director / Creative Group Head - Marion Bryan
Copywriter / Creative Group Head - Catherine Conradie
Junior art director - Michael Stopforth / Sam Hill
Sound design - Louis Enslin from Produce
Built by Manny and Nilam
Photographer - Huw Morris
Case study - REC