Campaign details
Brand: CastrolBrand owner: BP ChinaAgency: Mindshare ChinaMarket: ChinaIndustries: Tyres, fuel, accessories, servicesMedia channels: Mobile & apps, Online display, Sponsorship - event, propertyBudget: 500k - 1 million
Executive summary
Leading industrial and automotive lubricant brand Castrol's business was heavily reliant on sales from automotive repair workshops. While Castrol owned a number of franchised workshops that exclusively sold Castrol oil lubricant products, they were far outnumbered by independent workshops, where Castrol faced a fierce price competition from other oil lubricant brands.
To grow its sales in independent...