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