Brand owner: BP
Lead agency: Mindshare China
Contributing agencies: Ogilvy, Normcore
Industries: Tyres, fuel, accessories, services
Media channels: Competitions & contests, Mobile & apps, Social media
Budget: Up to 500k
Castrol is a leading brand in the car lubricant oil category, which is low frequency and low involvement. Its main audience, male car owners in their 20s to 40s, are not as affected by traditional advertising, but are more influenced by the recommendations from car mechanics.