Castrol: Protect the protector

Castrol, an automotive lubricant brand, partnered with Baidu Maps to develop the industry's first ever AI voice collaboration in China.

Campaign details

Brand: Castrol Brand owner: BP Entrant company: Mindshare China, Shanghai Market: China Sector: Tyres, fuel, accessories, services Media channels: Mobile & apps, Radio & audio Budget: 500k - 1 million

Executive summary

Castrol needed to find an innovative way to connect to its target audience, to increase sales of its newly released product series, Castrol MAGNETEC (which provides cars with a full range of protection) and drive its brand image of non-stop protectio