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 has been the overwhelming market leader in Vietnam's lubricant category however it lagged behind in the emerging super premium segment.

With more than 3 million 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...

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