Campaign details
Brand: Castrol MagnatecBrand owner: BP Agency: M&C SaatchiMarket: IndonesiaSector: Tyres, fuel, accessories, servicesMedia channels: Online video, Other & ambient media, Social mediaBudget: 500k - 1 million
Executive summary
Car lubricants are a low-involvement category, with most people being into their cars, but not their engines. Motor oil is just another problem they didn't want to be concerned about. Castrol aimed to improve its product awareness and consideration to trial against the market leader, Shell, and the national brand Pertamina.
Our strategy was guided by...