HOT WHEELS CREATIVE BRIEF Essay Example
6Hot Wheels Creative Brief
HOT WHEELS CREATIVE BRIEF
(26, May, 2011)
Hot Wheels creative brief
KEY MARKET FACTOR:
The key market factor of Hot Wheels is manufacturing of brand of die cast toy that was introduced by American toy maker Mattel in 1968. It was the main matchbox competitor until 1996 when they acquired rights to the matchbox brand from Tyco. According to Academy for Educational Development 2010, to ensure that the company increases their competitive edge, they have approached Dutch digital agency to ensure that will ensure that they use the PostPanic company in directing and producing unique 3D projection that will be used in the launching of Mattel range for hot wheels. According to Muse, they have projected to use one of the Sydney most historic houses, The Custom House for setting.
Consumer problem to be solved by advertising
According to Staves & Rozema 2009, the company has currently grown through its range of toy manufacturing. This is through production of different types of hot wheel vehicle models across the globe. According to the company’s profile, the company lately produces a wide range of detailed adult collector vehicle models and their production has increased to roughly 10,000 or more different Hot Wheels Cars. This requires a proper way of advertisement through embracing the recent technology this giving the reason why the company would like to outsource this service form PostPanic to ensure that they offer the latest 3D projection.
This has come through the number of Hot Wheels that the company is producing as it has been offered authority by such big company as General motors, Ford Motor Company and Chrysler Motors (Eley & Harris, 2011). Other carmakers like Ferrari, Mazda and Toyota has licensed the company to make their models.
Before the idea of subjecting advertisement of the Hot Wheels in 3D, the marketing was being done through a flat social media like TV and newspaper. This limited the ability of showing all the details of and the complexity of the Hot Wheels product and could not have attracted much of our target customers especially the adult. This marketing strategy is also expensive compared to the 3D projection.
The company communication objective to PostPanic Company was to ensure that they come up with a good hot wheels skull racer that shattering the facades of the Custom House as if they are competing in a race battle. This will help in portraying all the features that the Hot Wheel car is made of as the game continue.
Through this, the Hot Wheel company will, ensure that they check the viability and the technical challenge that may arise through marketing of their product using 3D projection. According to the selection of the venue, that is Custom House in Sydney Australia was due to its configuration making the whole thing very good. The reason is, the house do not have flat façade but contain so many depths that can be integrated in the film to bring about the best 3D view for their advertisement (Staves, & Rozema, 2009). According to the coordinator of the project, one of the most technical challenges that they had to encounter in the project is to ensure that they do not only form a length animation without a single edit. However, it was paramount to ensure that the complexity of the architectural design of this building was taken care of which directed the production of the whole production in directing it (Eley & Harris, 2011).
The main competitors of the Hot Wheels were Matchbox until 1996 where Mattel bought it from Tyco.
Target audiences description
The 3D projection of this work is diverse and the company targeted aged, adults and children. The reason being, it is entertaining and has good technology to cater for the aged. This animation is capable of helping those who would like to buy their children as well as those looking for the different models in the vehicle to make their choices. Therefore, the work also caters for different social classes.
Hot wheel toys has a close relation with motor companies where they have offered linsece to make models of their vehicles. Some of the companies that that this company has a relation with are Toyota, Mazda, Ferrarri, General motors, Ford Motor Company and Chrysler Motors.
The main benefit of this is to experiment the market with the most current technology of 3D projection. This is because, the experience that is gotten through this, is more and distinct than watching the Hot Wheels projection in any social media platform or TV. This projection was aimed to last for three and a half minutes to ensure that all the required details of the Hot Wheel projection at well displayed to increase subsequently competitiveness in the Toy market globally.
The projection of the Hot Wheel vehicles will supported by the company supports and the people who will be attending the film will not pay a penny. The reason being, the company is in a position to test the market and ensure that it creates an urge to the society towards the buying of the company’s product. Through this, the company will have promoted its customer and ensured that the target customers who at first were reluctant to buy the products are captured.
Product: Hot wheel 3D projection Date: 6th June 2011 ACD:
Academy for Educational Development. (2010). The Creative Brief. Michigan: Council of Michigan Foundations.
Eley, D & Harris, S. (2011).Mistress Releases First Ever Hot Wheels Campaign Aimed At Adults In the 43 Year History of the Brand. Retrieved on 26 May 2011. http://www.campaignbrief.com/2011/05/mistress-releases-first-ever-h.html
Staves, C & Rozema, M. (2009). Creative Brief Hot Wheels. Retrieved on 26 may 2011. http://creativestudiosng.com/blog/2011/03/31/hot-wheels-gets-experiential-in-sydney/
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