Unreal model cars, sold like real cars.
Unreal model cars, sold like real cars.
Unreal model cars,
sold like real cars.
Insight
Insight
Perhaps unsurprisingly, most brick-built model cars
look like they’ve been built out of bricks.
However, the new Mattel Brick Shop Hot Wheels models
actually look like real cars.
Perhaps unsurprisingly, most brick-built model cars look like they’ve been built out of bricks.
However, the new Mattel Brick Shop Hot Wheels models actually look like real cars.
Idea
Idea
Since they look like real cars,
we sold them like real cars.
We put listings of the models on carsales.com.au
— Australia’s leading auto marketplace.
We photographed them like real cars, gave them real write-ups, ran ads in real car magazines, commissioned real car reviews, and even had a real racing legend custom build his own — which we listed on carsales.com.au too.
Since they look like real cars,
we sold them like real cars.
We put listings of the model cars
up on carsales.com.au —
Australia’s number 1 car market place.
We photographed them like real cars, gave them real write-ups, ran ads in real car magazines, commissioned real car reviews, and even had a real racing legend custom build his own
— which we listed on carsales.com.au too.
Since they look like real cars,
we sold them like real cars.
We put listings of the models on carsales.com.au
— Australia’s leading auto marketplace.
We photographed them like real cars, gave them real write-ups, ran ads in real car magazines, commissioned real car reviews, and even had a real racing legend custom build his own
— which we listed on carsales.com.au too.
Results
Results
18
SECONDS
18
SECONDS
Craig's custom model sold in
Craig's custom model sold in
in Australia at launch
in Australia at launch
#1 VEHICLE
BUILDING SET
#1 VEHICLE
BUILDING SET
7% STEAL OF
MARKET SHARE
7% STEAL OF
MARKET SHARE
in the vehicle building set segment
29+
MILLION
29+
MILLION
in earned reach
14.3K UNITS
SOLD OUT
14.3K UNITS
SOLD OUT
in 14 weeks of launch
18 SECONDS
Craig's custom model sold in
14.3K UNITS
SOLD OUT
in 14 weeks of launch
#1 VEHICLE
BUILDING SET
in Australia at launch
7% STEAL OF
MARKET SHARE
in the vehicle building set segment
29+ MILLION
in earned reach
We photographed them like real cars,
using real car photographers.
We photographed them like real cars,
using real car photographers.
We reviewed them like real cars,
using real car journalists.
We reviewed them like real cars,
using real car journalists.
And we listed them like real cars,
with real write-ups.
And we listed them like real cars,
with real write-ups.
Racing legend, Craig Lowndes
Racing legend, Craig Lowndes
Craig's custom built Mercedes model was listed on carsales.com.au
as part of the campaign — it sold within 18 seconds.
Lowdes custom built one of the Mercedes models we listed on carsales.com.au as part of the campaign.
It sold within 18 seconds.
