Case Study: Castrol GTX High Mileage

The Insights

When Castrol approached Overskies, we immediately turned to consumer data, a category analysis, and browsing behavior to determine where the potential barriers to purchase lay.

Here's what we learned:

Learning about different motor oil formulas was confusing to many consumers, and was a barrier to up-sell.
Consumers were more likely to purchase a higher quality oil if they truly understood the benefits for their vehicles.
Tangible evidence of the High Mileage oil's performance and benefits would be needed to drive sell-through.

Our Solution

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.

A Video History of Performance

Increased Impressions

Increased Sales

Increased Organic Views

The Challenge

Services

The Insights

Here's what we learned:

Our Solution

The Results

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