Castrol POWER1: The ultimate launch

Motor oil brand, Castrol, targeted Gen Z's passion points of esports and rap music to triple its market share with the launch of its POWER1 ULTIMATE product in Vietnam.

Campaign details

Brand: Castrol POWER1Brand owner: BP CastrolLead agency: Mindshare VietnamContributing agency: Ogilvy VietnamMarket: VietnamSector: Tyres, fuel, accessories, servicesMedia channels: Gaming & in-game advertising, Integrated, Livestreaming, Merchandise & free gifts, Online display, Online video, Outdoor, out-of-home, Public relations, Search marketing, Social media, Television, Word of mouth, inlfuencersBudget: 3 - 5 million

Executive summary

Castrol was the market leader in lubricant oils in Vietnam, but lagged in the super-premium segment. With more than three million new vehicles hitting the roads every year, first-time users were the...

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