The Brief

The objective of this campaign was to promote Hot Wheels scale models to existing and new customers. The strategy was to engage the audience in an innovative way that brings alive the precision and detail of each scale model. While staying true to the brand association with the simple joys of imagination.

Creative Execution

Hot Wheels has always found new ways of entertaining their target audience with their product. The Pocket Poster is an engaging solution that promotes Hot Wheels scale models by asking the target audience to do the scaling themselves. The idea was true to the product making it not just relevant but also highly interactive and rewarding.

Describe the creative solution to the brief/objective.

Take a car home in your pocket. We put a life-sized poster of a car and tempted people to take it home by simply folding it. The car got smaller with each fold. Eventually reaching the size of the scale model which fit in their pocket. The outcome was a 100% success rate with the audience eagerly waiting for their chance to interact with the poster and take it home.

Results

Average time spent on the poster was 50 times more than a conventional Hot Wheels poster. This resulted in an overall increase in brand recall by 60%. The demand for the posters exceeded our expectations. Posters went in to multiple rounds of reprints.