When a Legacy brand like Castrol GTX launches its first new product in over 7 years, they want people to know. That’s why Castrol was looking to make a splash at both SEMA and AAPEX with the launch of GTX Full Synthetic. SEMA, the second largest automotive show in the world is attended by car enthusiasts from around the globe and AAPEX – The Automotive Aftermarket Products Expo is the premier event for new products, business solutions and innovations for Castrol’s business partners.
The goal at both shows was to educate and engage tradeshow visitors on all of their product innovations, commitment to sustainability and announce the launch of GTX Full Synthetic. At SEMA, 85% of the booth was dedicated to GTX Full Synthetic.
Overskies designed the booth graphic to depict and represent the key selling point, which was maximum protection to extend engine life for miles of driving enjoyment. Overskies played up the iconic red and green brand colors and extended them off the bottle to create the road ahead. The messaging and graphic was bold and eye-catching. For AAPEX, we went a step further and featured these iconic stripes down a 3 story video tower that prominently featured GTX Full Synthetic and developed an interactive learning experience where the new launch was front and center along with Castrol’s other innovations.