Castrol POWER1 Ultimate: From real life interaction to virtual engagement for ultimate victory

Engine lubricant Castrol Power1 partnered with online game League of Legends to attract Gen Z consumers and secure long-term growth in Vietnam.

Campaign details

Brand: Castrol POWER1 UltimateAgency: Mindshare VietnamRegion: APAC

Strategy

Objective

For years, Castrol has been the overwhelming market leader in Vietnam's lubricant category. But retaining the flagship position is vital and becoming the mission-top- priority. It is especially true when competitors become more aggressive across channels and we start to see volume growth challenges in both premium & mass segments.

On the other hand, GenZ entered the new bike market rapidly and accounted for 70% of the 96 million population under the age of 35. It is clear to Castrol that GenZ is the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands