Mattel’s Hot Wheels launches revolutionary holographic OOH activations across London

Mattel-owned brand Hot Wheels has unveiled holographic activations at King’s Cross and White City in London in the run-up to the key Christmas selling period.

Created in partnership with ad agency Disturbed Media Group, the activations utilise 4K Ultra-HD 3D technology to bring the Hot Wheels-themed holograms to life.

“This technology has allowed us to bring Hot Wheels products to life in a unique way and is a first for the brand. In these busy consumer footfall areas, we have been able to cut through and capture consumers attention,” Mattel UK marketing director, Kelly Philp said.

“Hot Wheels is the perfect brand to use this holographic technology allowing us to bring the high-octane fun to life and create an experience that is both immersive and captivating to consumers.”

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Currently present inside the main atriums of Westfield White City and King’s Cross Station, the holograms will be on display until just before Christmas, exhibiting a range of products, objects, and animated sequences that can respond to and interact with members of the public.

Disturbed Media Group founder, Jake Cass added: “In the hyper-competitive landscape of screens and messaging, brands are constantly competing for the attention of their audiences. We introduced HyperGram in the UK, in the run-up to Christmas, to allow brands to break through the clutter and excite consumers in an innovative and interactive manner that encourages relevance and brand retention.”

“We believe that as technology evolves, we too need to step into the next generation of digital advertising that disrupts traditional out of home (OOH) advertising and communication. HyperGram’s 3D holographic technology opens a completely new and revolutionary way for brands to present their products and services to their consumers.”

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