Hot Wheels fans continuously expect something radical and fun from the brand. On a limited budget, how could we answer the brief in a way that would surprise and delight potential and existing fans, building long-term brand love.

Hot Wheels has always been about customization and cool concept cars. The Johannesburg International Motor Show is all about showing off the most innovative automotive concepts.

Which is why we decided to take Hot Wheels to the largest car show in Africa and surprise car enthusiasts with something only the kings of customization can do: the World’s Smallest Car Sound System.

We took one regular Hot Wheels van and swagged it out with 6 micro-speakers, a teeny PC board, micro screws & bullet connectors and some leopard-print upholstery.

Its capability? 96 decibels. That’s 4 decibels below permanent hearing damage.

Over 11 days, on a tight budget, we had a captive audience of 250 000 petrolheads, all wanting to get their hands on our limited edition car. One man was so keen, he actually offered us a bribe. So at the car show with the coolest customizations, it was the smallest car that made the biggest noise.

Being at the largest car show in Africa for 11 days, exposed us to a hugely enthusiastic captive audience of 250,000 car enthusiasts. The prototype was so well loved, and the brand ambassadors were so bombarded with purchase requests, that we decided to run a competition to give it away, generating thousands upon thousands of entries. And a great database for further CRM activity. So keen was 1 man to win, he actually offered one of the brand ambassadors a bribe.