stories across traditional media
social media impressions
How does a 51-year-old brand drive relevancy and sales? Mattel’s answer was the Hot Wheels Legends Tour. A competitive car show held in Walmart parking lots in 18 key cities across the U.S., thousands of fans, young and old, flock to these events where custom hot rods have a chance to become an iconic die-cast toy car distributed internationally. The aim was to have THE retail-entertainment tour of the summer by driving event attendance, a continuous stream of conversation via traditional and social media, and memorable moments for all.
We worked alongside Mattel and others to create a 360-degree communications plan aimed at rallying Hot Wheels fans of all ages, gearheads, consumers, traditional and social media outlets. The tour launch served as our blueprint for “tentpole” moments, including special stops and/or celebrity appearances by Jay Leno, Adam Corolla and Richard Rawlings. We conducted hyperlocal outreach with traditional and social outlets in each of the markets and maintained the enthusiastic buzz for the life of the tour, including the grand finale showdown in Las Vegas.
The tour drew thousands of fans and exceeded Mattel’s goal of 1 billion cumulative social and traditional media impressions. The 2019 Hot Wheels Legends Tour was a major success, establishing relevancy with fans and driving a significant increase in year-over-year-sales.
MKTG: McMillion$ on Main Street
Gleam Futures: Intel
#MoreThan: The Mobile Go-Getter Campaign
Evaluating the landscape and nationwide recommendations to social distance, we discovered one simple truth remained: the desire for people to feel connected.
How does a 51-year-old brand drive relevancy and sales? Mattel’s answer was the Hot Wheels Legends Tour.
Character - Mix Branding Case Study
For a platform that celebrates creativity and curiosity, Character created an identity system that was just as expressive. It features several components that twist, weave, and blend into someth...
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank's Neighbourhoods
Activating empty assets with Sberbank's Neighbourhoods campaign using data-driven digital communication.
Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Grip: It Takes Balls
Engaging audiences with the the bilingual campaign originated from one key insight: young men generally do not talk to their doctor about their testicular health until it's too late because they...
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring an Instagram gallery of 12 men who shared photos of themselves on social media looking like the pi...
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action o...
GoalKeepers17: Rallying around Global Goals
As part of Common Ground, all of its members have committed to raise awareness of the SDGs amongst businesses and consumers and to work together, in multi-stakeholder partnerships, to support th...
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all. This campaign by Barnes, Catmur & Friends in New Zealand drew attent...
Fetch: The Telegraph
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.