Castrol: The ULTIMATE launch

Castrol, a motor oil brand, targeted Gen Z's passion points of esports and rap music to triple its market share with the launch of its POWER1 ULTIMATE product in Vietnam.

Campaign details

Brand: CastrolLead Agency: Mindshare VietnamRegion: APAC

Strategy

Objective

Vietnam is the second fastest growing economy in South East Asia. An emerging middle class have higher spending power and seek high quality, premium products.

Castrol...