| Title | CASTROL: PROTECT THE PROTECTORS |
| Brand | BP |
| Product / Service | CASTROL MAGNATEC |
| Category | B02. Use of Mobile & Devices |
| Entrant | MINDSHARE CHINA Shanghai, CHINA |
| Idea Creation | MINDSHARE CHINA Shanghai, CHINA |
| Media Placement | MINDSHARE CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Winston Lai | Castrol | Client Lead |
| Athena Zhang | Castrol | Media lead |
| Nicholas Short | Mindshare China | Case Study Author |
| Thunder Shi | Mindshare China | Account Lead |
| Doris Zhou | Mindshare China | Account Lead |
Castrol is a leading lubricant oil brand whose users, typically parents aged 25-45, only care about this category twice a year: when they change lube oil during maintenance. This means the category is low frequency and low involvement. Thus, traditional advertising has limited impact on consumers.