Ogilvy Mumbai launches the Hot Wheels thrill machine - the world's tallest race track

Hot Wheels.jpgHot Wheels as a brand has always stood for Speed, Power, Performance and a Winning Attitude to boys. It has become synonymous with "Thrilling Vehicle Experiences". From breaking Guinness World Records for the longest jump to having Formula One and Nascar drivers pushing limits and testing out cars in the HW Test Facility, Hot Wheels has moved from being a toy to a lifestyle statement, appealing to vehicle-loving boys of all ages!

As a part of the 2012 strategy, Mattel India wanted to deliver a thrilling experience that will take Hot Wheels to an all-new level in India - transcend from being a Toy brand to a Boy brand. This resulted in the launch of a brand new initiative: 'The Hot Wheels Team Xtreme' captained by none other than Hrithik Roshan.

As a part of this initiative, Ogilvy Mumbai has conceptualized and created the world's tallest race track aka 'The Hot Wheels Thrill Machine'.
Through this machine Ogilvy and Mattel India give kids 'a never-seen-before + larger-than-life' experience of seeing their favourite Hot Wheels cars in action on tracks. They made a colossal, 25+ ft. tall vending machine using elaborate Hot Wheels tracks bringing to life the thrill and excitement of playing with Hot Wheels cars and tracksets.

The track formed the dispensing mechanism for the cars during the machine operation. Kids were asked to buy a token of Rs.100 to activate the machine. Once they put the token in the machine they select a specific car by pressing the button of their choice. This dispenses the chosen car which will be seen zooming down the HW track through curves and turns, right into the hands of the kid.

To make the idea come alive they used on-track cameras that will project the car zipping through the track on large giant split screens giving the child and other viewers a thrilling experience along with car zooming/racing sounds as the car races down the track.

Captain of Team Xtreme Hrithik Roshan unveiled the machine. This truly one-of-a-kind event is all set to create history by attempting to enter the Guinness Book of World Records.

National Creative Director Ogilvy India Abhijit Avasthi said, "A brand as big as Hot Wheels needed something spectacular to connect with its fans that cuts across various age groups (4 to 80+ years). The Thrill Machine will not just create a Guinness book of world record but will also leave a lasting impression among its fans."

Sukesh Kumar Nayak, Group Creative Director, Ogilvy Mumbai added, "The Thrill Machine is our ode to all the Hot Wheels fans. Because a brand as adventurous as Hot Wheels, continuously needs ideas that lives up to their expectations."

Karun Gera, Country Manager of Mattel Toys India commented, "Hot Wheels has always been committed to providing boys of all ages with thrilling vehicle experiences and we are extremely proud that India's own Hot Wheels Team Xtreme will be creating history by setting a Guinness world record for the largest 'Thrill Machine' in the world' led by none other than Hrithik Roshan, Captain of Team Xtreme."

Ajay Mehta, Vice President, Account Management, Ogilvy Mumbai said, "The challenge was to come up with a unique concept that would not only bring alive the brands core values but also provide the same thrilling experience that everyone has had while playing with Hot Wheels basic cars & track sets."

Credits -  National Creative Directors: Abhijit Avasthi, Rajiv Rao. Group Creative Director: Sukesh Kumar Nayak. Creative Director: Hemal Jhaveri. Associate Creative Director: Pratheeb Ravi. Senior Visulaiser: Shruthi Venkataraman. Senior Copywriter: Manasvi Abrol. Vice President: Ajay Mehta. Account Director: Kankana Ghosh. Account Executive: Devasmita Halder. Ogilvy Action credits - President: Samir Gupte. Management Supervisor: Pradyumn Tandon. Asst. General Manager - Operations: Umesh Rajput. Account Manager: Hiral Vyas.
 

5 Comments

Marc said:

No videos?

Lester said:

I think they are still fine tuning the video...you can release it till the global creative council for award shows approves it.

indian said:

obviously. it's a scam... how do you expect videos? see the photoshop error on the side.

What the? said:

Have they not seen the 'HotWheels for real' work by Mistress LA?

Harold said:

scam or not, for a child who plays hot wheels, it is very interesting... yes?

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