Lead agency: Mindshare China
Castrol is a leading lubricant oil brand. Lubricant oil category users are male care owners from 25-45, and they only care about the category twice a year – when they change lube oil during maintenance.
This means the category is low frequency and low involvement. Traditional advertising has very limited impact on consumers. The lubricant oil category business is driven by independent workshops (IWS) sales, especially mechanics' recommendations.
But unlike shops in a fast food chain, Castrol has no control over these independent workshops because they are managed by individual owners. Independent workshops have no incentives to take part in Castrol's communication campaigns.
How can we get the mechanics in independent workshops to care about Castrol and become our most important influencers?