Castrol POWER1: Castrol's ultimate victory in esports

Dai Vo, Kirsty Toomer

Automotive lubricant, Castrol, gained market share and improved its brand measures amongst Gen Z in Vietnam by partnering a high profile mobile game.

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...

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