Castrol unveils its biggest ever promotion with OgilvyAction


By The Drum Team, Editorial

March 15, 2012 | 2 min read

Castrol has launched its biggest ever promotion in the UK with OgilvyAction, leveraging the motor lubricant brand's sporting tie-ups, with radio ads to run from the end of March.

An on-pack mechanic will appear on two million bottles across Castrol Edge, Magnatec and GTX products, with the chance for consumers to win tickets to sporting events such as the Ford Motorsport World Rally Championship, UEFA Euro 2012, Moto GP and British Superbikes, selected events at the London 2012 Olympics, and World Cricket Twenty20 tickets to Sri Lanka.

There will also be thousands of chances to win Euro and Olympic merchandise.

The Castrol brand will be exposed to 1.4 billion consumers worldwide through its sponsorships, inclusive of UEFA Euro 2012 perimeter advertising boards, and the campaign aims to use this exposure to drive footfall in-store, encourage further engagement with the Castrol brand.

The bottle labelling has been redesigned with the whole left side devoted to the promotion, with POS within retail outlets to promote the offer. Consumers are invited to visit the microsite to find out instantly if they are a winner.

Parmy Fellows, UK retail marketing manager at Castrol said: “We have a fantastic range of sporting assets that we are more or less unique in being able to bring together in a high profile campaign of this kind. This is a landmark sporting year and with the UK proudly hosting the Olympics it is the perfect opportunity to reward our customers with a range of prizes that money simply cannot buy.”

OgilvyAction has created a range of In-store materials featuring a lanyard image to represent the experiences which will be offered at the events, featuring sports starts such as Cristiano Ronaldo for UEFA Euro 2012, Lizzie Armitstead for Olympics 2012 and Sashin Tendulkar for the ICC World Twenty20.

Sam Kennedy, senior account manager at OgilvyAction, added: “The scale and appeal of this campaign set against the excitement of a historic year in the sporting calendar means that brand awareness will be at an all time high. We wanted to take this unique opportunity to go one step further and educate consumers about Castrol products and why using the right oil is so important and why it pays to pick the premium option.”


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