The communication goal
Since engine oil is a highly low involvement and low loyalty category, mechanics were of utmost importance to Castroi. This is because they were the bridge between the brand and its consumers who were hardly involved with engine oils! We wanted to fuel love for Castroi and drive preference towards the brand especially in the mechanic community.
The situation analysis
The major TG of Castrol is the Mechanic community as they are the driving force of decision making for end consumers who have almost no knowledge or preference of the engine oil being used in their vehicles....