Campaign details
Brand: Castrol POWER1Brand owner: BP CastrolLead agency: Mindshare VietnamCountry: VietnamIndustries: Tyres, fuel, accessories, servicesMedia channels: Competitions & contests, Gaming & in-game advertising, Livestreaming, Merchandise & free gifts, Online video, Outdoor, out-of-home, Public relations, Word of mouth, influencersBudget: Up to 500k
Executive summary
Castrol, the market leader in automotive lubricants, needed a way to better connect with youth audiences who spend less time on TV to enable growth via first time bike owners. Brand health, in particular the 'meaningful' attribute, was in decline. Our challenge was...