Castrol: The real (crazy) football fan - World Cup 2010 conqueror

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific Asia) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); and lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: Castrol
Agency: Mindshare Thailand
Brand: Castrol
Campaign duration: June 2010-July 2010
Country: Thailand
Media budget (USD): Up to $500,000
Channels used: Internet microsites, online video, social media

EXECUTIVE SUMMARY