Spikes Asia

Castrol: Protect the Protectors

MINDSHARE, Shanghai / BP / 2022

Case Film
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Overview

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Overview

Background

Castrol is a leading lubricant oil brand whose users, typically parents aged 25-45, only care about this category twice a year: when they change lube oil during maintenance. This means the category is low frequency and low involvement. Thus, traditional advertising has limited impact on consumers.

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