{"id":242,"date":"2025-11-05T12:25:39","date_gmt":"2025-11-05T12:25:39","guid":{"rendered":"https:\/\/xinyuezo.annenbergprhosting.com\/?page_id=242"},"modified":"2025-11-05T12:46:52","modified_gmt":"2025-11-05T12:46:52","slug":"paid-media-option-1","status":"publish","type":"page","link":"https:\/\/xinyuezo.annenbergprhosting.com\/?page_id=242","title":{"rendered":"PAID Media &#8211; Option 1"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignwide is-content-justification-space-between is-nowrap is-layout-flex wp-container-core-group-is-layout-8165f36a wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30)\"><p class=\"wp-block-site-title\"><a href=\"https:\/\/xinyuezo.annenbergprhosting.com\" target=\"_self\" rel=\"home\">all_about_xinyue_zou<\/a><\/p>\n\n\n<div class=\"wp-block-group is-content-justification-right is-nowrap is-layout-flex wp-container-core-group-is-layout-f4c28e8b wp-block-group-is-layout-flex\"><nav class=\"is-responsive items-justified-right wp-block-navigation is-content-justification-right is-layout-flex wp-container-core-navigation-is-layout-fc306653 wp-block-navigation-is-layout-flex\" aria-label=\"Navigation\" \n\t\t data-wp-interactive=\"core\/navigation\" data-wp-context='{\"overlayOpenedBy\":{\"click\":false,\"hover\":false,\"focus\":false},\"type\":\"overlay\",\"roleAttribute\":\"\",\"ariaLabel\":\"Menu\"}'><button aria-haspopup=\"dialog\" aria-label=\"Open menu\" class=\"wp-block-navigation__responsive-container-open\" \n\t\t\t\tdata-wp-on--click=\"actions.openMenuOnClick\"\n\t\t\t\tdata-wp-on--keydown=\"actions.handleMenuKeydown\"\n\t\t\t><svg width=\"24\" height=\"24\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\" aria-hidden=\"true\" 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wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/xinyuezo.annenbergprhosting.com\/?page_id=78\"><span class=\"wp-block-navigation-item__label\">Past Work<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/xinyuezo.annenbergprhosting.com\/?page_id=130\"><span class=\"wp-block-navigation-item__label\">A\u0113sop Campaign<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/xinyuezo.annenbergprhosting.com\/?page_id=194\"><span class=\"wp-block-navigation-item__label\">Client: CAVA<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/xinyuezo.annenbergprhosting.com\/?page_id=224\"><span class=\"wp-block-navigation-item__label\">Comp Exam \u2013 Mattel Hot Wheels x F1<\/span><\/a><\/li><li class=\" wp-block-navigation-item wp-block-navigation-link\"><a class=\"wp-block-navigation-item__content\"  href=\"https:\/\/xinyuezo.annenbergprhosting.com\/?page_id=311\"><span class=\"wp-block-navigation-item__label\">PR525 Final Work Page<\/span><\/a><\/li><\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/nav><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/xinyuezo.annenbergprhosting.com\/wp-content\/uploads\/2025\/11\/x-7-1024x576.png\" alt=\"\" class=\"wp-image-243\" srcset=\"https:\/\/xinyuezo.annenbergprhosting.com\/wp-content\/uploads\/2025\/11\/x-7-1024x576.png 1024w, https:\/\/xinyuezo.annenbergprhosting.com\/wp-content\/uploads\/2025\/11\/x-7-300x169.png 300w, https:\/\/xinyuezo.annenbergprhosting.com\/wp-content\/uploads\/2025\/11\/x-7-768x432.png 768w, https:\/\/xinyuezo.annenbergprhosting.com\/wp-content\/uploads\/2025\/11\/x-7-1536x864.png 1536w, https:\/\/xinyuezo.annenbergprhosting.com\/wp-content\/uploads\/2025\/11\/x-7-2048x1152.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--2\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/xinyuezo.annenbergprhosting.com\/?page_id=224\">Back to Comp Exam Main Page<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Creative Brief<\/strong> &#8211; Mattel Hot Wheels x Formula 1<br><\/h3>\n\n\n\n<p style=\"border-radius:0px\"><strong><mark style=\"background-color:#FFEE58\" class=\"has-inline-color has-contrast-color\">Client \/ Brand<\/mark><br><\/strong>Mattel \u2013 Hot Wheels<br> <\/p>\n\n\n\n<p><strong><mark style=\"background-color:#FFEE58\" class=\"has-inline-color has-contrast-color\">Project<\/mark><br><\/strong>Launch advertising for the limited-edition Hot Wheels \u00d7 F1 \u201cIcons\u201d collection featuring die-cast models of legendary drivers (Michael Schumacher, Ayrton Senna, Alain Prost) and a new toy racetrack modeled after the Monaco Grand Prix Circuit, timed to the live reveal at the Monaco Grand Prix on Friday, June 5, 2026.<br> <\/p>\n\n\n\n<p><strong><mark style=\"background-color:#FFEE58\" class=\"has-inline-color\">Target Audience<\/mark><br><\/strong>Primary: Adult toy and die-cast collectors and Formula 1 fans ages 18 to 34 who value motorsport heritage, limited drops, and high-display packaging. The majority are male (though with the release of the F1 documentary &amp; F1 movie and women gaining greater influence in the sports industry, the female audience cannot be overlooked). Most reside in urban areas, grew up playing with Hot Wheels toy cars, are tech-savvy, follow race week content, and use collecting to showcase their taste and fandom identity. They are active on social media, regularly watch live F1 races, follow iconic drivers, and engage with luxury or performance brands like TAG Heuer, Ferrari, or Mercedes.<br><br>Secondary: Gift-givers within the same age group seeking premium, officially licensed collectibles with distinct brand attributes.<br> <\/p>\n\n\n\n<p><strong><mark style=\"background-color:#FFEE58\" class=\"has-inline-color\">Media Placement<\/mark> (where this ad will appear)<\/strong><br>This ad will appear in OOH (Out-of-Home) placements in premium, high-visibility locations tied to motorsport and luxury like airport terminals serving Monaco and Nice during race week, billboards near other urban Grand Prix cities (Miami, Austin, Las Vegas), and subway stations in major metro cities (NYC, London, Tokyo). This will also appear online through Instagram, YouTube pre-roll, and programmatic ads targeting F1 fan forums, Reddit, and diecast collector groups. And a high-impact print media placement will be secured in enthusiast and collectibles media that speak to motorsport and high-design audiences.<br> <\/p>\n\n\n\n<p><strong><mark style=\"background-color:#FFEE58\" class=\"has-inline-color\">Goal<\/mark><\/strong><br>The primary goal is to drive awareness and anticipation for the 2026 limited-edition Hot Wheels x F1 \u201cIcons\u201d collection, positioning Hot Wheels as a brand that respects motorsport heritage and connects deeply with adult collectors (not just kids\u2019 play), and drive early sign-ups\/interest ahead of launch.<br> <\/p>\n\n\n\n<p><strong><mark style=\"background-color:#FFEE58\" class=\"has-inline-color\">Current vs. Desired Perception<\/mark><br><\/strong>Current perception: \u201cHot Wheels is a fun, nostalgic, kid-forward car brand.\u201d<br>Desired perception: \u201cHot Wheels can also be premium, collector-grade, motorsport-authentic and worthy of display, especially when partnered with F1 legends.\u201d<br> <\/p>\n\n\n\n<p><strong><mark style=\"background-color:#FFEE58\" class=\"has-inline-color\">Why we need this ad<\/mark><\/strong><br>Since this is a limited-edition release closely tied to a specific event, we need a highly impactful creative concept that immediately highlights its scarcity, authority, and heritage significance. This ad campaign will bridge the gap between childhood nostalgia and adult passion for F1, uniting childhood brand memories with the desires of adult collectors. As F1 gains global traction, especially among Millennials and Gen Z following the release of related films in the U.S., this partnership presents a strategic opportunity to reposition Hot Wheels as a cultural collectible, not just a toy.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-fe9cc265 wp-block-group-is-layout-flex\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" style=\"border-style:none;border-width:0px;margin-top:var(--wp--preset--spacing--40);margin-bottom:var(--wp--preset--spacing--40)\"><strong>Advertising Headline\/Tagline<\/strong><br><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><mark style=\"background-color:#FFEE58\" class=\"has-inline-color\">Primary Tagline<\/mark><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u201cOwn the Apex.\u201d<\/strong><br><br><br><mark style=\"background-color:#FFEE58\" class=\"has-inline-color has-contrast-color\">Print \/ OOH Placement<\/mark><\/h3>\n\n\n\n<p><strong>Print<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Outlet:<\/strong> <em>Autosport<\/em> (race-week issue, late May\u2013early June 2026)<br><strong>Placement:<\/strong> Full-page near the front or on a special Monaco Grand Prix feature spread.<br><strong>Reason:<\/strong> <em>Autosport<\/em> reaches an audience that already understands racing language (\u201capex\u201d) and values driver legacy. Placing the ad during Monaco week aligns perfectly with the campaign timing (June 5, 2026) and makes the line feel like it\u2019s speaking to real F1 fans, not general consumers. It also supports the goal of repositioning Hot Wheels as credible for adult motorsport enthusiasts, not just kids.<\/li>\n\n\n\n<li><strong>Outlet:<\/strong> <em>Robb Report<\/em> or similar luxury\/collector lifestyle magazine.<br><strong>Placement:<\/strong> Inside front cover or premium ad slot.<br><strong>Reason:<\/strong> This version leans into the \u201cdisplayable, limited, premium toy\u201d angle for adults with disposable income who will actually buy a limited Hot Wheels \u00d7 F1 piece as a collectible.<\/li>\n\n\n\n<li><strong>Outlet:<\/strong> <em>The New York Times<\/em>, Sports Monday section (U.S. market awareness)<br><strong>Reason:<\/strong> Less niche than <em>Autosport<\/em>, but helps to expand the audience base.<br><\/li>\n<\/ul>\n\n\n\n<p><strong>OOH<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Location 1:<\/strong> Digital OOH at Nice C\u00f4te d\u2019Azur Airport, arrivals corridor (gateway airport for Monaco during race week)<br><strong>Reason:<\/strong> Captures international F1 travelers and high-income fans arriving for the Grand Prix.<\/li>\n\n\n\n<li><strong>Location 2:<\/strong> Large-format OOH near Monaco fan zones \/ race-week event footprint<br><strong>Reason:<\/strong> Contextual relevance: advertising is talking about an apex while people are literally in Monaco for F1. It reinforces the \u201cthis is a special drop tied to this weekend\u201d message.<\/li>\n\n\n\n<li><strong>Location 3:<\/strong> Major-intersection billboards in F1-friendly metros (Los Angeles: Sunset Blvd.; New York: near Hudson Yards; London: Knightsbridge or Piccadilly digital screens)<br><strong>Reason:<\/strong> U.S. and U.K. cities have strong F1 social media communities; big-format boards help position Hot Wheels as \u201cgrown-up and premium,\u201d not toy-aisle.<\/li>\n\n\n\n<li><strong>Location 4 (transit):<\/strong> Citywide buses or wrapped trams in host-city areas<br><strong>Reason:<\/strong> Moving OOH with a short, punchy line like \u201cOwn the Apex.\u201d works well because it\u2019s readable, action-oriented, and photo\/UGC friendly.<br> <\/li>\n<\/ul>\n\n\n\n<p><strong><mark style=\"background-color:#FFEE58\" class=\"has-inline-color has-contrast-color\">Strategy Note<\/mark><\/strong><br>\u201cOwn the Apex.\u201d speaks directly to adult F1 fans and collectors because it uses an authentic racing term (\u201capex\u201d) to signal insider status, precision and performance, while the verb \u201cown\u201d reframes the racing moment as a collectible moment. For this campaign, we are not just telling people to admire Schumacher, Senna or Prost\u2014we are giving them permission to possess a piece of that racing perfection in the form of a limited Hot Wheels model and Monaco-inspired track. This slogan perfectly aligns with the campaign objective (elevating Hot Wheels from children&#8217;s toys to authoritative racing collectibles) by cleverly merging action (\u201cown\u201d) with authority (\u201capex\u201d). It also cleverly references the Apex team from the F1 movie to generate buzz. It is short enough for OOH and expandable in shared media (\u201chow collectors own the apex\u201d). The seamless integration of language, audience perception, and product scarcity makes this slogan the ideal choice for the launch campaign.<br><\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-align-center wp-element-button\" href=\"https:\/\/xinyuezo.annenbergprhosting.com\/wp-content\/uploads\/2025\/11\/Comp-Exam-PAID-MEDIA-Xinyue-Zou.pdf\"><strong>Click here to download Paid Media File<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull has-background-color is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--50);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group alignfull has-small-font-size is-content-justification-space-between is-nowrap is-layout-flex wp-container-core-group-is-layout-cc97c919 wp-block-group-is-layout-flex\"><h1 class=\"wp-block-site-title has-small-font-size wp-container-content-b0223bd5\"><a href=\"https:\/\/xinyuezo.annenbergprhosting.com\" target=\"_self\" rel=\"home\">all_about_xinyue_zou<\/a><\/h1>\n\n\n<div class=\"wp-block-group wp-container-content-9cfa9a5a is-vertical is-content-justification-center is-layout-flex wp-container-core-group-is-layout-ce155fab wp-block-group-is-layout-flex\">\n<p class=\"has-text-align-center has-small-font-size\"><strong> **All materials are NOT affiliated with any brand and are for academic purposes only** <\/strong><\/p>\n<\/div>\n\n\n\n<ul class=\"wp-block-social-links has-small-icon-size is-style-logos-only wp-container-content-b0223bd5 is-content-justification-right is-nowrap is-layout-flex wp-container-core-social-links-is-layout-ad1cd33a wp-block-social-links-is-layout-flex\"><li class=\"wp-social-link wp-social-link-instagram  wp-block-social-link\"><a href=\"https:\/\/www.instagram.com\/hotwheelsofficial\/?hl=en\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M12,4.622c2.403,0,2.688,0.009,3.637,0.052c0.877,0.04,1.354,0.187,1.671,0.31c0.42,0.163,0.72,0.358,1.035,0.673 c0.315,0.315,0.51,0.615,0.673,1.035c0.123,0.317,0.27,0.794,0.31,1.671c0.043,0.949,0.052,1.234,0.052,3.637 s-0.009,2.688-0.052,3.637c-0.04,0.877-0.187,1.354-0.31,1.671c-0.163,0.42-0.358,0.72-0.673,1.035 c-0.315,0.315-0.615,0.51-1.035,0.673c-0.317,0.123-0.794,0.27-1.671,0.31c-0.949,0.043-1.233,0.052-3.637,0.052 s-2.688-0.009-3.637-0.052c-0.877-0.04-1.354-0.187-1.671-0.31c-0.42-0.163-0.72-0.358-1.035-0.673 c-0.315-0.315-0.51-0.615-0.673-1.035c-0.123-0.317-0.27-0.794-0.31-1.671C4.631,14.688,4.622,14.403,4.622,12 s0.009-2.688,0.052-3.637c0.04-0.877,0.187-1.354,0.31-1.671c0.163-0.42,0.358-0.72,0.673-1.035 c0.315-0.315,0.615-0.51,1.035-0.673c0.317-0.123,0.794-0.27,1.671-0.31C9.312,4.631,9.597,4.622,12,4.622 M12,3 C9.556,3,9.249,3.01,8.289,3.054C7.331,3.098,6.677,3.25,6.105,3.472C5.513,3.702,5.011,4.01,4.511,4.511 c-0.5,0.5-0.808,1.002-1.038,1.594C3.25,6.677,3.098,7.331,3.054,8.289C3.01,9.249,3,9.556,3,12c0,2.444,0.01,2.751,0.054,3.711 c0.044,0.958,0.196,1.612,0.418,2.185c0.23,0.592,0.538,1.094,1.038,1.594c0.5,0.5,1.002,0.808,1.594,1.038 c0.572,0.222,1.227,0.375,2.185,0.418C9.249,20.99,9.556,21,12,21s2.751-0.01,3.711-0.054c0.958-0.044,1.612-0.196,2.185-0.418 c0.592-0.23,1.094-0.538,1.594-1.038c0.5-0.5,0.808-1.002,1.038-1.594c0.222-0.572,0.375-1.227,0.418-2.185 C20.99,14.751,21,14.444,21,12s-0.01-2.751-0.054-3.711c-0.044-0.958-0.196-1.612-0.418-2.185c-0.23-0.592-0.538-1.094-1.038-1.594 c-0.5-0.5-1.002-0.808-1.594-1.038c-0.572-0.222-1.227-0.375-2.185-0.418C14.751,3.01,14.444,3,12,3L12,3z M12,7.378 c-2.552,0-4.622,2.069-4.622,4.622S9.448,16.622,12,16.622s4.622-2.069,4.622-4.622S14.552,7.378,12,7.378z M12,15 c-1.657,0-3-1.343-3-3s1.343-3,3-3s3,1.343,3,3S13.657,15,12,15z M16.804,6.116c-0.596,0-1.08,0.484-1.08,1.08 s0.484,1.08,1.08,1.08c0.596,0,1.08-0.484,1.08-1.08S17.401,6.116,16.804,6.116z\"><\/path><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">Instagram<\/span><\/a><\/li>\n\n<li class=\"wp-social-link wp-social-link-x  wp-block-social-link\"><a href=\"https:\/\/www.instagram.com\/hotwheelsofficial\/?hl=en\" class=\"wp-block-social-link-anchor\"><svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" version=\"1.1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M13.982 10.622 20.54 3h-1.554l-5.693 6.618L8.745 3H3.5l6.876 10.007L3.5 21h1.554l6.012-6.989L15.868 21h5.245l-7.131-10.378Zm-2.128 2.474-.697-.997-5.543-7.93H8l4.474 6.4.697.996 5.815 8.318h-2.387l-4.745-6.787Z\" \/><\/svg><span class=\"wp-block-social-link-label screen-reader-text\">X<\/span><\/a><\/li><\/ul>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creative Brief &#8211; Mattel Hot Wheels x Formula 1 Client \/ BrandMattel \u2013 Hot Wheels ProjectLaunch advertising for the limited-edition Hot Wheels \u00d7 F1 \u201cIcons\u201d collection featuring die-cast models of legendary drivers (Michael Schumacher, Ayrton Senna, Alain Prost) and a new toy racetrack modeled after the Monaco Grand Prix Circuit, timed to the live reveal 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