Campaign details
Brand: CastrolLead Agency: Mindshare ChinaRegion: APAC
Objective
Castrol is a leading lubricant oil brand. Lubricant oil category users are male care owners from 25-45, and they only care about the category twice a year – when they change lube oil during maintenance.
This means the category is low frequency and low involvement. Traditional advertising has very limited impact on consumers. The lubricant oil category business is driven by independent workshops (IWS) sales, especially mechanics' recommendations.
But unlike shops in a fast food chain, Castrol has no control over these independent workshops because they...