Castrol CRB+: Drive On

This case study describes how Castrol, the market leading lubricant brand in Vietnam, had to fight against the rise of low-cost brands entering the market.

Castrol CRB+: Drive On

Campaign details

Brand owner: BP Castrol Petco VietnamLead agency: Lowe VietnamContributing agency: Lowe Digital VietnamBudget: Up to 500kCountry: VietnamIndustry: Tyres, fuel, accessories, servicesMedia: Events and experiential, Mobile and apps, Outdoor, out-of-home, Word of mouth, advocacy

Executive summary

Why we needed to trace the untraceable

The year 2014 didn't go down well for lubricant brands in Vietnam. To begin with, a host of low cost brands entered the market. With a tough economic outlook, price became the critical factor for brand choice.

Castrol, the...

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