Castrol: An ultimate ride to the next

Motor oil brand Castrol POWER1 continued its partnership with online game League of Legends (LOL) in 2022 to build affinity and grow sales among Gen Z consumers.

Campaign details

Brand: Castrol POWER1 UltimateAgency: Mindshare VietnamRegion: APAC

Strategy

Objective

Castrol has been the overwhelming market leader in Vietnam's lubricant category for years. Competitors become more aggressive across channels, and we start to see volume growth challenge across segments.

On the other hand, GenZ enter the new bike market at a rapid pace, accounted to 70% of the 96 million population under the age of 35. It is clear to Castrol that GenZ is the key source of growth and winning new users & building premium imagery are critical to long term business development....

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