Always on call – How Castrol doubled market share using drivers’ mobile phone data

Jo Bowman

This event report discusses how Castrol, the multinational oil company, used mobile signal data to optimise messaging to Indian truck drivers' phones.

Mobile phone signal data provided the key link between the oil company Castrol and a niche audience of truck drivers in India, whose vehicles would benefit from a newly launched lubricant, the recent I-COM conference heard.

Howard Gross, global digital director at Mindshare, explained how geolocation tracking of repeated mobile phone use at known "van stands", where drivers of small trucks or mini-trucks were known to gather on their breaks, meant Castrol could find out who these drivers were, and give them call.

The project, carried out in collaboration with the Indian mobile network operator Airtel, won both the Emerging...

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