Through this week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.
At #4 in Print/Outdoor/Design, Ogilvy Paris devised this clever co-branded effort between a beloved kids' toy brand and car rental company Europcar. At the latter, Mattel set up the "First Rental Car Agency for Kids," where kids could rent toy wheels while their parents hired the real thing. The kids even got to sign rental contracts and were subject to late-return fees.
Hot Wheels has created a smart stunt in collaboration with European car rental agency Europcar.
Working with Ogilvy and Mather, Paris, Hot Wheels parent Mattel set up the "First Rental Car Agency for Kids." When parents went to Europcar to book a car for the family vacation, on hand were representatives from Hot Wheels who rented out cars to kids -- complete with rental contract and late-return penalties.
When kids didn't return the cars, the parents' credit cards were charged, leading to some revenue for the company. It also was able to tell which cars were most popular by analyzing what cars were returned and which ones were kept.
Read more about the project on AdAge.com.