Castrol: Protect the protector

Castrol, an automotive lubricant brand, partnered with Baidu Maps to develop the industry's first ever AI voice collaboration in China.

Campaign details

Brand: CastrolBrand owner: BPEntrant company: Mindshare China, ShanghaiMarket: ChinaSector: Tyres, fuel, accessories, servicesMedia channels: Mobile & apps, Radio & audioBudget: 500k - 1 million

Executive summary

Castrol needed to find an innovative way to connect to its target audience, to increase sales of its newly released product series, Castrol MAGNETEC (which provides cars with a full range of protection) and drive its brand image of non-stop protection.

Castrol's target audience – males aged 25-45 - are considered as their family's guardians – responsible for a...

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