Campaign details
Brand: CastrolBrand owner: BPEntrant company: M&C Saatchi Indonesia, JakartaMarket: IndonesiaSector: Tyres, fuel, accessories, servicesMedia channels: Online video, Outdoor, out-of-home, Social mediaBudget: Up to 500k
Executive summary
Car lubricants are a low involvement category, with most people being into their cars / bikes, but not their engines. Motor oil is just another problem they didn't want to be concerned about. Castrol aimed to improve its product awareness and consideration to trial against the market leader Shell and the national brand Pertamina.
Our strategy was guided by...