Campaign details
Brand: Castrol POWER1 ULTIMATELead Agency: Mindshare VietnamRegion: APAC
Strategy
Objective
Castrol has been overwhelming market leader in the lubricant category in Vietnam for years. With more than 3million 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 had the additional challenge of finding new ways to...