Campaign details
Brand: CastrolLead Agency: Mindshare VietnamRegion: APAC
Strategy
Objective
Castrol is the overwhelming market leader in the lubricant category in Vietnam, but the market is competitive with new players looking to grow share.
With more than 3 million new motorbikes hitting the road every year and 70% of the 96 million population under the age of 35 – it was clear to Castrol that winning new users & building premium imagery was critical to long term growth.
Target Audience
But with the market context of more and more young drivers entering the market, we...