As lubricant is not a relevant
product in Tet, how can we
convince Vietnamese consumers
to use Castrol during this season?
WHAT REALLY IS THE OPPORTUNITY?
Refer to the core product’s role, it is the lubricant that helps the vehicles perform strong and smooth. Castrol then spotted a brand opportunity from a Vietnamese cultural belief: Smooth year should be started with a “smooth ride”.
WHAT IS THE IDEA?
We made the lubricant changing process with Castrol an indispensable ritual to enables the ”smooth ride”.
A digital-led IMC campaign started with a humorous viral video, follows by a mobile-app to further engage with consumers.
The Formation was successfully delivered through outstanding figures:
66,000,000 video views.
95% positive audience response.
Incremental 5% sales growth, Sales Volume: 7.2 Million littres.
MMA GOLD WINNER – Best Consumer Experience.