Kids Can Now Rent Hot Wheels While Their Parents Book Real Cars


Interactive experience for children makes the waiting times in the travel easier for everyone.

Ross Brooks
  • 9 may 2014

Letting children rent their own vehicle might not sound like the smartest move, but when they are the popular toy Hot Wheels, it makes for an interesting marketing campaign. Ogilvy and Mather Paris worked with Mattel and Europcar to set up the “First Rental Car Agency for Kids.” While parents were busy booking a car for the next family vacation, Hot Wheels representatives helped kids to pick out their own car as well, complete with its own rental contract.

When kids went in with their parents, they were offered a selection of vehicles, and even had to sing their names to conclude the deal. For any cars that weren’t returned, a charge was made on the parents’ credit card. This also gave Mattel a chance to figure out which cars were most popular, based on which of models found a permanent place in children’s pockets.


To make sure that kids got the full experience, anything their parents signed up for in the Europcar office was also applied to their Hot Wheels experience.
“The pre-booking, the rental contracts, the test-drives, the free upgrades, unlimited miles — whatever the parents experienced on the Europcar side, the kids experienced on the Hot Wheels cars,” explained Patrick Sullivan, creative director at Ogilvy Paris.

The main aim of the campaign was for Mattel to put their toys in the hands of children, hoping that they could claw back some interest from video games and other technology. Europcar’s involvement happened almost entirely by chance. “Mattel and Europcar are two Ogilvy clients that have some creative and account leadership staffing overlap,” said Sullivan. “One hallway conversation led to another.”

While kids are normally relegated to the position of spectators during many adult conversations, this dual-engagement idea could be a better way to keep them stimulated and make the overall experience better for everyone. “We’re just starting to tap into the real potential of this idea,” says Sullivan. “We’re all really excited to push the next evolution of this idea even further. Make it bigger, roll it out to more markets in the European Union.”


[h/t] AdAge


Lancôme's Newest Campaign Stars A Domestic Abuse Survivor

Arts & Culture Today

Small Urban Pavilions Create A Nature Refuge In East London

These relaxing micro shelters provide a haven amidst chaotic city environments

Travel Today

Travel Laundry Pouch Washes Your Clothes Wherever You Are

The Scrubba Wash Bag helps anyone wash their clothes easily and quickly with just a little water and soap


Get PSFK's Related Report: Future of Automotive

See All
Social Media Today

Swipe Up To Register To Vote On Snapchat

The social platform has partnered with TurboVote to help young people easily enroll in less than one minute

Children Today

Battle Card Game Promotes Childhood Vaccinations

An Australian doctor has developed a playful way to inform parents about immunization and entertain kids

Related Expert

Rem Koolhaas

Metropolitan Architecture

Fitness / Sport Today

Oakley And Intel’s Sunglasses Give You A Built-In Personal Trainer Wherever You Go

The sunglasses/earbuds hybrid tracks your performance and lets you know how well your workouts are going

Experiential Marketing Today

UNICEF’s ‘Time Machine’ Tells Stories With Data

An experiential installation at the UN General Assembly reminds us why every child matters

Design & Architecture Today

Watch The World’s Tallest Building Become An LED Display

Burj Khalifa gives a backstage look at how the transformation came to be


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

PSFK Labs Today

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

Travel Today

Boeing Wants To Make Your Flight Better With Cloud And Star Projections

The manufacturer is trying to patent a projection system that would allow them to project images onto a plane's interior surfaces

Latin America Today

Colombians Teach Dance To Fund Students’ Education

Chocó to Dance is a platform that shows you how to replicate popular Latin dances to help create scholarships for local students

Work Today

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX on why employee fulfillment is a journey and not a destination

Culture Today

Brand Engagement At The Gates Of The World’s Largest Open-Air Gallery

Tiger Beer and a neighborhood-minded nonprofit celebrate and promote New York's creative spirit by beautifying 100 security gates


Future Of Work
Cultivating The Next Generation Of Leaders

Technology Today

How Technology Can Save The World By Saving Time

PSFK attends the Social Good Summit 2016 to see how new tech is changing the world for the better

Travel Today

Marriott’s Gravity Room Installation Gives Travelers A New Perspective

The luxury hotel chain's #MGravityRoom invites visitors to snap and share pictures of its inverted set up

No search results found.