Haha, love this little idea:

Describe the brief from the client:

For more than 40 years, Hot Wheels products have been a children´s favorite. Although extremely fun, tracks don´t have the immediacy and portability of playing as cars do. How to invite kids to play with Hot Wheels cars and tracks whenever, wherever?

Creative Execution:

The Track Tapes promotes the main values of the brand, such as fun, immediacy and portability by making the consumer experiment them by themselves. Better than saying that a brand is fun, is to make consumers have fun with it. With 0$ of media investment, the Track Tape became media by itself. Placed exactly where the target is by the own target. Besides, while the Track Tape remains placed where the children used the tape, it works as an outdoor ad, inviting other children to play with Hot Wheels cars, generating even more brand experiences and consume occasions.

Describe the creative solution to the brief/objective.

We found that the best way to achieve this was not a campaign, but a product. We developed an economic and simple product: an adhesive tape that transforms every place into a Hot Wheels track. Packs with the HotWheels website were handed out to schools.

Describe the results in as much detail as possible.

We generated a unique brand experience with the target market, by creating a product that can transform every single place into a Hot Wheels track. It was such a success in terms of awareness, and consumer response, that Mattel decided to add the Track Tape to the Hot Wheels´ product portfolio. The case still in course, so the main results can not be shared yet. We are looking forward to publish the Track Tape complete results at the 2012 Effectiveness Lions.

Advertising Agency: Ogilvy, Mexico
Chief Creative Officer: José Montalvo
Executive Creative Director: Miguel Angel Ruiz Reyes
Creative Directors: Victor Alvarado, Fernando Carrera
Art Directors: Victor Alvarado, Fernando Carrera
Copywriters: Fernando Carrera, Victor Alvarado
Advertiser’s Supervisor: Giancarlo Melloni
Planner: Javier Macías
Account Manager: Alejandra Gómez
Account Supervisor: Pilar Troconis
Producer: Juan Pablo Osio

Woops: http://showcase.designinmainz.de/detail/de/18940/#info002

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