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How do you tell your brand story while educating consumers in an informative and engaging way?
This was the question posed to us from the brand team at Castrol. They were looking for an engaging way to educate consumers on Castrol GTX High Mileage, oil that is specifically formulated for vehicles with over 75,000 miles. It is a product that has been in the Castrol line-up for years but, surprisingly, many consumers didn’t know about it or the benefits it provided. Their highly technical message wasn’t resonating as strong as they would have liked with both consumers and quick lube installers.
But how best to tell this technical story without getting too “technical?”
The answer was simple; inject a little levity along with the lesson by creating a compelling video that marries live action shooting with an easy-to-understand 3-D engine animation.
Castrol teamed up with The CSI Group to produce an educational, technical and at times, humorous web spot conveying the message that for vehicles with over 75,000 miles, GTX High Mileage was the right choice.
With Castrol’s clear directive, The CSI Group created the story and casted “Meg” to play the Castrol expert who educates an unfortunate consumer who did not use GTX High Mileage, and as a result, experienced a costly vehicle breakdown. CSI created a 3D technical animation to give viewers an inside look of an engine, clearly illustrating how the oil interacts with and protects critical engine parts. This marriage of live action and 3D animation reinforced the overall brand message in a concise and entertaining fashion.
CSI shot the live action on-location in Northern New Jersey and produced the animation at their Paramus studio using Maxon Cinema 4D. Compositing was done in Adobe After Effects CC and final editing was completed in Adobe Premiere Pro CC. Castrol is currently using this video as a web spot and at installer locations nationwide.
The CSI Group helps major brands tell their stories. Whether it is a location shoot, a compelling animation or a mixture of both, we will work with you to ensure that your message is being heard and understood.
To learn more on how we can help your brand and to see our full arsenal of creative services, visit us at thecsigroup.com.