The Brief

Castrol, the market leader in the lubes segment was launching a new variant of their premium motorcycle lube – Castrol Power 1. The audiences were aware of the brand name but were unaware of the key benefits. This had to be communicated in clear terms to facilitate product acceptance. The core message 'Acceleration at the touch of a throttle' had to be highlighted in an engaging way.

Describe how the promotion developed from concept to implementation

A detailed study of the APAC region revealed that social media and videos were the most preferred means of digital engagement among the audiences. We devised an activation that worked as a demonstration. Castrol Powerplay, Asia’s first-ever interactive takeover on YouTube that transformed everyday riding situations into a gaming experience. This was implemented in three phases: 1. A series of teaser videos and teaser banners was used to build intrigue. 2. Three levels of interactive gaming launched over three parts. 3. The social seeding phase where we allowed users to connect to other users with their experience of the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

Some factual results which led to making this campaign a huge success are as follows: • 1.9 million minutes spent on the channel in two months which was beyond any other media interaction time across all mediums. • Over 200,000 views across the entire campaign period • 1.2 million views generated on the channel page, making the campaign No.1 Most Viewed Brand channel. • “Castrol Power Play' - Winning keyword in searches in over 5 pages in Google. • Rated as the most engaging and successful campaign by Castrol Global.

Explain why the method of promotion was most relevant to the product or service

Core focus was to give a demonstration of the product benefit across the key markets at less than $5 per demo. Thus, the campaign had to leverage the key message of acceleration at the touch of a throttle and bring it alive from a first person perspective. Additionally this had to make an active suggestion about the Power 1 being the lube for faster acceleration for engines. The surprise element was the dramatic innovation of the format of Interactive Youtube takeover gaming in APAC. This uniqueness made them engage with the brand and also share it within their peer group.