Background

Castrol wanted to: Make vehicle owners aware that their cars needed better quality lubricants, and that not all lubricants are the same. Educate mechanics intensively about the brand as a whole (Castrol) as well as the product-level brands (Magnatec, Edge and GTX), so that they are able to easily distinguish between the three and have a clear positioning for Castrol as a brand. Our campaign aimed at improving its product awareness and consideration to trial against the market leader Shell and the national brand Pertamina.