| Title | THE REAL (CRAZY) FOOTBALL FAN |
| Brand | BP CASTROL (THAILAND) |
| Product / Service | CASTROL |
| Category | A07. Best Use of Digital Media in Online Advertising |
| Entrant | MINDSHARE THAILAND Bangkok, THAILAND |
| Entrant Company: | MINDSHARE THAILAND Bangkok, THAILAND |
| Media Agency: | MINDSHARE THAILAND Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Jirat Arinrith | mInteraciton | Creative Director |
| Kitworawej Phongsuwankul | mInteraciton | Creative Group Head |
| Eakchai Parichatikanon | Mindshare Thailand | Associate Director, Digital |
| Anchalee Pong-Arie | Mindshare Thailand | Digital Manager |
| Chaiyaphong Lapliengtrakul | mInteraction | Technology Manager |
| Rachaya Srimuang | mInteraction | Project Manager |
| Narongrit Kanhanoi | mInteraction | Interactive Developer |
| Kitipong Klaewkla | mInteraction | Interactive Developer |
| Watchara Nilsonti | mInteraction | Interactive Developer |
| Phiriya Phetnoi | mInteraction | Senior Web Designer |
| Saranyu Klyphun | mInteraction | Copy Writer |
| Plaipaloch Youanek | mInteraction | Interactive Art Director |
| Uthen Sukrammi | mInteraction | Interactive Art Director |
| Pornnupong Vongsanit | mInteraction | Web Master |
| Santichai Ornsung | mInteraction | Senior Developer |
| Romcharee Laohasatchaporn | Mindshare Thailand | Senior Digital Executive |
| Muslin Sinsawat | Mindshare Thailand | Digital Executive |
| Meena Kittithummetie | Mindshare Thailand | Director, Client Leadership |
| Charinya Yimsong | Mindshare Thailand | Manager, Exchange Planning |
| Jeerasut Phongthanyawiriya | Mindshare Thailand | Manager, Exchange Planning |
By marrying acute consumer behavioral insights with effective and timely interactive marketing, a positive brand association was achieved and activated across borders, time zones, and demographics. •The real (crazy) football fan generated significant traffic to the global site, ranking 1st in the region and 4th globally with 42,390 visits / 113,161 page views in a month – the record highest visits ever on the website. •100,000 clips were viewed within a month with 98% positive comments •73% of Thais football fans recognised Castrol in associated with World Cup 2010.
Castrol introduced a new best football friend – “The real (crazy) football fan” – a realistically over- top die-hard fan that lives 24hrs with football in CastrolFootballFan.com The real (crazy) fan was introduced before WC started; A viral clip spread across football sites. ‘He’ invited football fans to join CastrolFootballFan.com leading traffic to global site - CastrolFootball.com. Each time users logged on to the site, they saw different actions of this guy - talking, playing, watching and even taking a shower with football! K. Ekarat (No.1 Commentator) joined us as an “on-site” guru. On-screen SMS allowed users to get in touch with him by posting questions. Selected questions were answered on TV (Sport Program) together with daily match analysis Cheer wall function was developed to build football base via social network. When the match was aired, the virtual stadium on the site was opened and fans could enjoy watching the match together
Castrol always promised the brand value of power and performance with sports. In Thailand, the success of brand association with motor sport but not football. Even Castrol is an official sponsor of World Cup 2010 which reflected by site traffic from Thailand to its global web site - CastrolFootball.com had been very poor. Thai males commiserating with friends are the best part of the football WC. However a timing each matches is broadcasted late at night – not ideal times to watching with friends. Watching the match at home is fun, but lonely. Research showed Thai behavior have to access internet and chat while watching a match, increasing traffic and 200% online participation rate on football websites and community. Turning the football fan’s computers to be a place to enjoy matches with another football fans anytime is the idea.