Anki DRIVE was part toy, part video game — an all-out, high-speed racing experience for the whole family. Players could go head-to-head with each other or test their skills against in-game Commanders in this first-of-its-kind battle racing game.
After a challenging 2013 holiday season, Anki realized they had been marketing a $200 toy to early adopters and tech-savvy parents when the real audience was kids. For the 2015 campaign, the focus shifted to reaching children directly — all with a budget that was only a fraction of what major toy brands were spending. It required sharp strategy and careful planning.
To reach that audience, we produced a film for TV, cinema, and online distribution, redesigned the website, and hosted a live event in Los Angeles called The Battle Grand Prix — complete with YouTube influencers and a live studio audience. The event brought together 11 influencers who produced 50 videos, generating over 20 million views and 98 million minutes watched.
The campaign was a clear success. Anki sold out of all products both online and in stores by December 20th, showing a direct connection between focused strategy and complete market impact.
