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Castrol, one of the world's leading brands in motor oil and automotive care wanted to promote their GTX High Mileage oil for cars with over 75,000 miles. The challenge was that their High Mileage product, despite its advanced formulation, carried a higher price point. This posed a difficulty as it operated within a market dominated by three major motor oil competitors who possessed larger media budgets.
So the question was: How could Castrol effectively differentiate their High Mileage oil and make it prominently appeal to their target segments of quick-lube owners and do-it-for-me (DIFM) customers in a strategic and economical way?
Rather than overwhelming consumers with technical terminology and jargon, we opted to harness the incredible product history of Castrol GTX High Mileage. We crafted a compelling brand film that showcased a heritage story featuring the long standing partnership with Irv Gordon, the proud owner of a Volvo P-1800. This particular vehicle holds the Guinness record for the World's Highest Mileage car and has been faithfully powered by Castrol motor oil since its inception. It was an impeccable narrative to convey, resonating perfectly with our audience.
To alleviate consumer confusion surrounding the product formulation, we incorporated a human element to effectively narrate the story of the motor oil's exceptional performance. Duane Matejka, a reputable mechanical engineer and five-time historic race champion, was enlisted to analyze the renowned Volvo's engine and explain its intricacies in a more accessible manner.
The partnership with Irv Gordon generated significant earned-media coverage, maximizing the exposure for Castrol. Despite budge constraints, we strategically utilized a paid digital campaign on platforms such as YouTube and Facebook to amplify our message and ensure widespread dissemination of the story.
The GTX spot was initially launched as a national campaign, and was then picked up by HQ and run globally. As a result, Castrol saw:
Mark O’Marketing
VP Sales & Marketing, Xappp
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(201) 587-1400
hello@overskies.com
