Why is this work relevant for Brand Experience & Activation?

This online launch event make people to experience the world of Hot Wheels with a 1:64 scale that is the same scale of Hot Wheels car.

Background

Honda Monkey is a minibike with fun, naughty and unique characters, but the pain point is that it’s been known only among a small group of people.

Describe the creative idea (20% of vote)

Usually, the launching of brand new motorcycle must be super extreme and go very big. This time we will go very small as The smallest launching event on the scale of 1:64. Which is the same scale as Hot Wheels.

Describe the strategy (20% of vote)

In 2021 Honda is launching the Monkey x Hot Wheels Limited Edition, a collaboration project with Hot Wheels. And it’s a great opportunity to give Monkey more reach and awareness.

Describe the execution (30% of vote)

We drive engage from various social media using journalists, MCs, marketing teams, product teams, Hot Wheels teams and skateboard player. Moreover we decorate event by using showrooms and booths in 1:64 scale! Last but not least we also bring Hot Wheels track which is Hot Wheels DNA to represent TOYS concept. We have teaser phasing, Key visual, Fashion set photo, catalog for sale and live streaming!

List the results (30% of vote)

Everyone loves it ! because this is only experience that you can have from Monkey x Hot Wheels! And The smallest event will not be so small anymore. During campaign period, consumer mention “Monkey” increase up to 500% Organic Impression 10 M+ Organic Reach 3.6 M+ Earn media 5 M+