Case History Database

Facing LEGO's monopoly with a tight budget, Mattel could not win a traditional media war. Instead, we completely changed the battlefield. We bypassed the toy aisle and hijacked carsales.com.au. By treating our scale sets like real supercar inventory, complete with macro photography and expert motoring reviews, we reframed the product from toy to premium collectible. This highly contextual strategy delivered an incredible 96:1 media ROAS, captured 7.1% market share, generated $830,000 in rapid sales, and broke a six year retail lockout at Kmart.

Brooke Wilson	Group Business Director	carsales
Steph Gratton	Account Coordinator	carsales
Shane Dawson	Creative Director	carsales
Marina Kran	Commercial Solutions Director	carsales
Ashlea Virag	Commercial Solutions Specialist	carsales
Margie Reid	Chief Executive Officer	Thinkerbell
Alvaro Bretel Tagliabue	Executive Head Brand Thinker	Thinkerbell
Ben Couzens	Executive Creative Tinker	Thinkerbell
Anna Craven	Head Earned Thinker	Thinkerbell
Adam Ferrier	Chief Thinker	Thinkerbell
Lesley Baker	Executive Head Thinker	Thinkerbell
Rhyen Ellis	Lead Creative Tinker	Thinkerbell
Jonathan Heath	Head Creative Tinker	Thinkerbell
Kyle Gradidge	Head Thinker	Thinkerbell
Jessica Sexton	Lead Earned Thinker	Thinkerbell
Alanna Jordon	Lead Production Tinker	Thinkerbell
Cam McMillan	Lead Creative Tinker	Thinkerbell
Amanda Kerr	APAC Marketing Director	Mattel
Chris Hillary	Photographer	Freelance
Daniel Kopel	Filmographer	Freelance