Automotive | WARC

Castrol India Limited: #RideForVote – Non-Stop Democracy

Case Study • Sayami Podder, Nikita Mehta, Zubin Tatna, WARC Prize for Asian Strategy, Entrant, 2020

Castrol India needed to create brand affinity and differentiation for Castrol Activ, its motorbike engine oil so it ran a campaign urging its target audience of millennial bikers to aid voter turnout in the 2019 general election.

Castrol India Limited: Super Mechanic Contest

Case Study • Sayami Podder, Nikita Mehta, WARC Prize for Asian Strategy, Entrant, 2020

Castrol India wanted to drive brand affinity and preference among mechanics as they, rather than end consumers, are the key decision-makers in engine oil purchase.

Castrol Activ: Protecting the real engine of India

Case Study • Divya Agarwal, WARC Prize for Asian Strategy, Entrant, 2020

Castrol Activ, the engine oil, moved from a functional narrative to a purpose-driven one to aid growth among young people in India.

Lukoil: New future for Khanty people in Western Siberia

Case Study • SABRE Awards, In2 EMEA, Best in Broadcast Media (Earned), Gold, 2020

Lukoil, a petroleum and natural gas extraction company, developed a unique program that has helped save Khanty – a small indigenous nation in Western Siberia – from extinction by creating a future for new generations.

Neste: No Country For Canyons

Case Study • SABRE Awards, In2 EMEA, Best in Crowdsourcing & Co-Creating, Gold, 2020

Neste, an engineering services company, improved road conditions and showed it is a brand that cares by turning potholes into canyons in Finland.

Castrol: Wellness Program

Case Study • Catherine Asseily, Mona Hassanie, WARC Prize for MENA Strategy, Entrant, 2020

Engine lubricant brand Castrol used a social media and guerrilla marketing campaign focused on truck drivers' health to boost brand loyalty and sales in Saudi Arabia.

Bridgestone: Your Passion in Motion

Case Study • Ewa Schreiber, Martyna Lodzinska, Marcin Świejkowki, Rafał Broniarek, WARC Awards, Entrant, Effective Content Strategy, 2020

In Poland, tyre manufacturer Bridgestone launched a 10-month content strategy when a budget cut forced a rethink in how to defend its market share.

Shell Advance: Forever Outriders

Case Study • WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Bangchak: Happy Eatery

Case Study • Pirapak Wipawawong, Wasin Pothikasem, Jiraporn Dechraksa, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Bangchak the energy company used a feel-good story of a local eatery to create brand love among a mass audience in Thailand.

Castrol: Influence the Influencer

Case Study • Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Awards, Entrant, Effective Content Strategy, 2020

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Castrol: Truck Aasana

Rankings • WARC Effective 100, 2020

Engine oil lubricant brand Castrol connected to Indian truckers by using yoga to focus on their health.

Castrol: Influence the Influencer

Rankings • WARC Media 100, 2020

Castrol, a lubricant oil brand, created a WeChat mini-program that educated independent Chinese mechanics on the brand's products and increased brand engagement through activities and special in-app offers.

Phillips 66/Conoco: Conoco chooses Go with #MyHeroConoco

Case Study • SABRE Awards, IN2, North America, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, 2020

Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.

BP: BPme Rewards – Little treats more often

Case Study • Data and Marketing Association, Bronze, 2019

BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.

Shell Lubricants qualitative segmentation study

Research Paper • MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019

Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.

Shell: Closing the online to offline loop with smart use of data

Case Study • Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.

Castrol: Influence the Influencer

Case Study • Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Shell Advance: Forever Outriders

Case Study • Anupama Jha Kumar, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Shell Advance: Forever Outriders

Case Study • MMA Smarties, Silver, Vietnam, 2019

Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.

Shell: Cross-channel measurement beyond last-click attribution

Case Study • Hong Tran, Priyanka Gupta, Joyce Wu, Germaine Tse, WARC Media Awards, Bronze, Effective Channel Integration, 2019

Fuel brand Shell launched a multi-media promo programme to drive top-of-mind awareness and boost fuel sale volumes in Hong Kong.

Castrol Magnatec: Yandex Zero Speed Banner project

Case Study • MMA Smarties, Silver, Turkey, 2019

Castrol Magnatec, a brand of engine oil, targeted consumers stuck in traffic with geo-targeted mobile banner ads to encourage product usage across Turkey.

Castrol: Influence the Influencer

Case Study • MMA Smarties, Gold, APAC, 2019

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Castrol Influence The Influencer

Case Study • MMA Smarties, Gold, X (Global), 2019

Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.

Shell Advance Forever Outriders

Case Study • MMA Smarties, Gold, X (Global), 2019

Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.

When brand partnerships go wrong ...

News • 07/11/2019

Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.