BP Castrol SA_Choose The Right Oil Campaign
Brief Objectives
Educate consumers on right oil to use.
Support Sales by creating demand in the market by setting Castrol products (EDGE, MAGNATEC & GTX 15W) as the right oils to use.
Key Insight
Some mechanics and consumers are using the wrong oil for their modern cars that require thinner viscosities for the engines to perform at optimal level. In this tough economy they are often driven by price rather than using our brand and the right recommended oil for their cars hence we are still seeing a lot of volumes on thicker viscosities like 20W-50.
We are also seeing that consumers do not have their cars serviced as often as they should and this may lead to engine damage in the long run. Some mechanics want to use the right oil but do not know where or how to access the information. Castrol has an opportunity to position itself as the ‘friend’ of the consumer through educating on the right oils to use and offering the platform (Oil Finder) that will have the information they will need to make the right decision for their second most expensive asset.
Creative Idea
Castrol's Range Of The Best Oils. Find Your Match.
Campaign
Choose the right oil.
Key Visual
Posters
Social Media Carousel
DOOH
OOH
