Digital Transformation

Oakwood and Torque handle Castrol 2010 World Cup B2B campaign

By The Drum Team | Staff Writer



bp article

August 10, 2009 | 3 min read

Lubricant brand Castol is set to launch a 12-month B2B campaign as part of its official sponsorship of the 2010 FIFA World Cup.

The campaign is being handled by Bristol-based Oakwood Media Group which will oversee all creative and digital work while Torque PR will handle media relations, content generation and event management.

This will be the company’s first sponsorship-based B2B campaign and first use of social media tools in its B2B marketing and will target BP and Castrol customers in the Aviation, Industrial, Marine and Energy sectors.

The theme ‘more than just oil’ will be delivered online, through PR and during special events which will communication the business performance and product benefits in a football context.

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A performance-based football game will feature online alongside industry news, updates and a B2B social networking presence, all accessed via the company’s B2B

web portals:,, and

Special football-themed customer events will be arranged at B2B trade shows and conferences around the world, with key football figures, led by Arsène Wenger, alongside Marcel Desailly and Ronaldo acting as brand ambassadors.

Paul Lowther, global marketing communications manager for AME Sectors, commented: “The B2B sector is a huge, global market for the BP Group and using sponsorship with this audience is a first for us. Our aim is to use the opportunity of the World Cup to reinforce BP and Castrol B2B brands, building brand awareness and understanding of our expertise in our key B2B sectors, in a fun and engaging way.”

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