2. Quick understanding of Castrol's digital activities /
spends (guesstimates / research-based) / presence
• The Great Indian Road Trip
• Castrol Sport
• Castrol Edge
3. Castrol – The Grand Indian Road Trip
What
1300 Kms + 52 Days + 6 Bikers on 5 Bikes = The Grand Indian Road Trip
How
1. Offline Bikers Meets – Connected with 5000 bikers across the country.
Product sampling done.
2. Connect With Bikers Clubs – 28 Clubs connects. Branded jackets
distributed.
3. Bikers Code Of India – Crowdsource the “Bikers Code of India”. Made it
Into a book.
4. Helmet Awareness – Launched a designer helmet with signs of all the
bikers who participated
5. App - Designed for bikers so that they can clock every mile with the GIR.
4. Castrol – The Grand Indian Road Trip
Results
1. 2,668, 441 bikers reached on Facebook with 20,000 bikers talking
weekly, leading to an increase of 30% interactivity.
2. #PowerBikers reached 914,443 on Twitter
3. Castrol’s domination of social share of voice during the activity period
reached 61%.
4. 22% increase in total brand awareness
5. The campaign resulted in 12 videos, 800 images and 50,000 words.
6. The App was used by 22, 832 bikers clocking 104, 157 kilometers
5. Castrol Sports
What & How
• A consumer facing website with sections dedicated to cricket
(CastrolCricket.com), football etc. LIVE ratings of the sports stars
– Blogs, podcasts and videos coming from cricket experts (Ravi Shastri, Harsha
Bhogle, Brett Lee)
• Castrol Index - performance-related content of the players.
– Insights and interesting analysis for the Cricket fans.
• Content for other popular sports like FIFA World Cup (EURO 2008), Real
time updates of the match
6. Castrol Sports
What & How
• An online game/tournament predictor – Simulates the
tournament and produces predictions about match, team
and individual players.
• Castrol Pakistan’s Magnatec Fantasy league
– Create your own dream team
– 2000 users
(Contd . . .)
7. Castrol Edge (International)
What
CastrolEdge.com – A global online platform built around the interests of
automobile enthusiasts with focus on creating shareable content.
̶ Videos showing Ronaldo - demonstrating how he performs under
pressure. Extensive and harsh training he goes through etc. were
uploaded on regular basis.
̶ In Ford World Rally Championship, 360 degree camera was mounted
on a car producing an interactive film of the drive for the site.
̶ Performance Ford Monitor smartphone app – Driver were able to
monitor their engine’s performance during journeys involving turns
and frequent brakes. Captured the precision of a BMW DTM pitstop
in an incredible slow motion piece of film
9. Target Audience
• Male
• 18- 35
• Internet Savvy, Likes to read, discuss, participates in
online discussions on automobiles(Specific
Brands, Engine/Machinery etc).
• Uses Internet WOM as a crucial (First source of
information in most instances) source of research
when making decisions
10. Target Audience
Love their cars and the experience of driving, but are
not the biggest fan of engine oils. They love
BMWs, cricket, Sachin Tendulkar, films. And they use
the Internet for entertainment and information.
Fancy sharing (boasting) new and unseen content
with their friends. Anything that gets in the way is
not important.
11. Digital touch points to be covered by GOIL
• Apps – Fantasy Formula 1 related gaming apps( Conditional
incentives- like pass it to your friend and get one more chance to
play). Product placement should be done wisely within the app.
• Digital OOH.
• Youtube channels should be created with automobile enthusiast’s
stories. Celebrities can be roped in to organise trekking or
adventure sport event, Which can be telecasted exclusively on
youtube.
• Facilitate open forums – Encourage reviews and sampling. Give
users freedom to create content and medium to voice the content.
12. • Apps can be generated by working on actual product
packaging- enabling users to earn rewards points which
can be redeemed in sports/driver gear retail outlets.
• Interactive navigational app can be created which points
out nearest Gas stations , Users can be rewarded to
check in and log their journeys on those apps (while
writing how they keep their Machines in good shape ).
This can be integrated with facebook and twitter pages of
GOIL to boost daily engagements.
13. Digital recommendations
• Interactive and visually appealing website with 3D images of the product
selection. Microsite can be created if the catalogue has more than one
product. Every microsite can contain detailed and downloadable content
for user education and interest. Where Customers can identify the
products relevant to their needs by searching either asset type or location.
Locational and customer centric info should be updated on respective
product pages.
• Participate with genuine engagement and content in youth related causes
and online advocacy.
• Twitter 1 minute videos of #Trends
• Affiliate placements on Blogs and forums discussing importance of good
lubricants to be added to fuels and discussions on average, mileage of
various cars, bikes etc.