Brand owner: BP
Lead agency: Mindshare China
Contributing agencies: Ogilvy, Normcore
Industries: Tyres, fuel, accessories, services
Media channels: Competitions & contests, Mobile & apps, Social media
Budget: Up to 500k
Castrol is a leading brand in the car lubricant oil category, which is low frequency and low involvement. Its main audience, male car owners in their 20s to 40s, are not as affected by traditional advertising, but are more influenced by the recommendations from car mechanics.
Castrol needed to appeal to these mechanics. It created a gamified app experience that provided mechanics with better information about Castrol and better equipped them to sell to consumers in their independent stores. This boosted the mechanics' preference and love for Castrol – driving sales for both the mechanics and the brand.