Castrol: Wellness hitchhikers

Castrol, an oil company, used brand ambassadors in Saudi Arabia to sell its engine lubricant and protect truck drivers from accidents.

Campaign details

Brand: CastrolBrand owner: BPEntrant company: Geometry DubaiIdea creation: Geometry MENA (Invoice), DubaiMarket: United Arab EmiratesSector: Tyres, fuel, accessories, servicesMedia channels: Outdoor, out-of-homeBudget: Up to 500k

Executive summary

When it comes to engine lubricants, truck drivers want what's best for their trucks without doing any compromises. Years and years spent on the roads has turned them into experts in knowing what their engine needs to keep it running. And they aren't easily influenced by product claims.

Truckers are more focused on getting to their...

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