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A Video History of Performance 

Increased Impressions

Increased Sales

Increased Organic Views

The Challenge

Castrol is one of the world's leading brands in motor oil and automotive care. Their High Mileage product has a high price point due to its advanced formulation, and it competes in a market with three other major motor oil competitors with greater media budgets.

So the question was: How could Castrol differentiate and get their High Mileage oil to stand out to their target segments of quick-lube owners and DIFMers (do-it-for-me)?

Services

  • Market Research
  • Video Production
  • 2D/3D Motion Design
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The Insights

When Castrol approached CSI, we immediately turned to consumer data, a category analysis, and browsing behavior to determine where the potential barriers to purchase lay.
 

Here's what we learned:

  • Learning about different motor oil formulas was confusing to many consumers, and was a barrier to up-sell.
  • Consumers were more likely to purchase a higher quality oil if they truly understood the benefits for their vehicles.
  • Tangible evidence of the High Mileage oil's performance and benefits would be needed to drive sell-through. 
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Our Solution

Instead of bombarding consumers with formulation jargon, we leveraged Castrol GTX High Mileage's amazing product history to tell a heritage story in the form of a brand film: a partnership with Irv Gordon, the owner of a Volvo P-1800 that holds the Guinness record for the World's Highest Mileage car, which has been using Castrol motor oil since the beginning. There couldn't be a more perfect story to tell.

By introducing a human element to help tell the story of the motor oil's performance, we would be able to diffuse the consumer's confusion around the product formulation. Duane Matejka, a 5-time historic race champion and mechanical engineer, was brought in to analyze the famous Volvo's engine and discuss it in a simpler, more approachable way. 

The Irv Gordon partnership garnered several earned-media placements. With a limited budget, we leveraged a paid digital campaign on YouTube and Facebook to get the word out. 

 

 

The Results

The digital spot was initially launched as a national campaign, and was then picked up by HQ and run globally. As a result, Castrol saw:

Earned Media Impressions
increase in sales / YOY
Organic Views(Prior to Paid Campaign)

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