Campaign details
Brand: CastrolAgency: MindshareRegion: North America
Strategy
Objective
As the motor oil category has become commoditized, we wanted to create a retail experience for the Do-It-Yourself(er) customer that both engages and converts them while showing points of differentiation for Castrol motor oil.
Target Audience
Castrol was not getting on the consideration list of many DIYers because of lack of differentiation between brands. They knew of the brand but would pass on it based on legacy challenges (dad's brand etc.) and the high price point.
We knew that DIYers were passionate about multiple activities outside...