Unreal model cars, sold like real cars.
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, 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, had real write ups, did real car reviews and even had a real racing legend custom build one, and listed it on carsales.com.au too.
Results
Results
18
SECONDS
18
SECONDS
First model sold in
#1
CONSTRUCTION TOY
#1
CONSTRUCTION TOY
in Australia at launch
30%
INCREASE
30%
INCREASE
in new customers
34
MILLION
34
MILLION
in earned reach
ALL SOLD OUT
ALL SOLD OUT
The first series of models raced off the site
18 SECONDS
First model sold in
ALL SOLD OUT
The first series of models raced off the site
#1 CONSTRUCTION
TOY
in Australia at launch
30% INCREASE
in new customers
34 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.
