The Sound of Excitement is the translation of the audible joy children express when opening a present. The data were the decibels that the children made. All these different results per gift and per kid, were put in a ‘decibel-comparison-meter'. Data in the end delivered the number of decibels per topline Mattel product and was shown on the tag on each pack.

Every year at Christmas we all struggle to choose the perfect present for the children we love as an aunt, uncle, grandparent or family friend. Even if we go through all sorts of brochures, the doubt remains. We wanted to help people nail the perfect gift by showing them the excitement Mattel toys provoked in kids. Because there is a way of knowing when a kid loves a gift: because they scream. The louder the happier. We went to a sound studio and measured the decibels kids scream when unpacking a Mattel toy. We turned the decibel numbers into excitement levels and placed them on each Mattel toy packaging.

In an oversaturated market we had to make Mattel products stand out and the preferred choice for adults looking for a gift. Objectives:

• Build preference for Mattel toys and its sub-brands

• Drive traffic to our products on retailer sites

The happier, the louder. When it comes to unpacking a gift, the sound kids make is a strong indicator of their happiness. And everyone wants to give the best received present ever. We used this insight to measure up all the top line products of Mattel. We measured kids' screams of excitement when they opened Mattel toys. We took the discount tag every brand uses and reinvented it: we offered the excitement expressed in decibels each Mattel toy contains, indicating how well the present would be received.

The use of the audible data of children unpacking a present we believe is a first. Here data is not used to get an insight in buying intentions, CTR or views, but to make visible why as a gifter you should buy this Mattel product. From sound to data to reason why. Innovative and original.

Mattel needed a distinctive way to promote their products in a very crowded period. We found out that people actually ‘battle’ for the best gift: everyone wants their present to be loved the most. It triggered the idea to make excitement visible, to rank it. So we set up a studio, invited kids, gave them presents and recorded the result in the loudness of their excitement. Then we compared the decibels, translated them into simple figures and put them on tag on every pack and in our executions. We targeted not on the parents, but on all other gifters. They needed help. And the Db-scale was exactly what they needed.

We didn’t have a data journey. Or, better said, the journey was very short. From sound to decibel to the children’s preference for a product of Mattel. We used the decibel-data in our executions, in all sales channels. To make it clear to gifters what the result would be when they would buy this product.

Our audience loved the translation of the childrens’ excitement. The campaign generated over 2 million in toy sales. We got over 200 million impressions. We generated 1,1 million clicks on online retail sites. Amazon orders grew with 64%.

It is seen by Mattel as a very successful campaign, especially as this was the first time they targeted on family and friends, not the parents.