Castrol: Influence the Influencer

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Campaign details

Brand: CastrolBrand owner: BP CastrolLead agency: Mindshare ChinaContributing agencies: Ogilvy, NormcoreCountry: ChinaIndustries: Tyres, fuel, accessories, servicesMedia channels: Competitions & contests, Mobile & apps, Social mediaBudget: Up to 500k

Executive summary

Castrol is a leading brand in the car lubricant oil category, which is low frequency and low involvement. Its main audience, male car owners, are not as affected by traditional advertising, but are more influenced by the recommendations from car mechanics.

Castrol needed to appeal to these mechanics. It created a gamified app...

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