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

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.

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