Brands look at every opportunity to engage with their most loyal audiences.

And in the engine oil category, these loyalists are people whose livelihood revolves around their vehicles.Truck Drivers.

But, such an audience is hard to reach.

They spend most of their time on the road.

Each driver comes from a different country.

They're not engaged on social channels.

And, they focus more on getting to their destination than listening to brand promises.

So our challenge was to find them, engage with them, and take care of them - relevantly.

Because just like Castrol takes care of truck engines, it also wanted to take care of the people behind the wheel.

We gave truck drivers their guardian angels on one of the longest and loneliest roads in KSA. Leveraging the fact that between 2am and 6am, these drivers needed us most.

Because that specific highway, during that time, witnesses over 700 accidents per month.

We knew that the best cure to loneliness was human interaction.

So we gave these drivers the company they needed, and more.

Wellness Hitchhikers.

How offering a stranger a lift gave drivers an unquantifiable reward.

Truckers in Saudi Arabia are often away from home for weeks at a time. As a result, loneliness is the top mental issue amongst them. They spend around 9 hours on the road per day, equivalent to 56 hours per week – impacting their daily life.

The problem is that when they're on the job, their priority is about getting to a destination, rather than getting there safe and sound.

So how could we reshuffle their priorities without standing in the way of their mission.

We found out that hitchhiking was quite common on Highway 40.

That became our entry point.

Our strategy thus became: infiltrate the hitchhiking culture to educate drivers on how to take their health into their own hands.

We took over Highway 40, starting at Dammam, Saudi’s Arabia busiest port. For one month, we reached drivers on the most transited road in the country crossing over Dammam, Riyadh, and Jeddah.

We took the traditional one-to-one brand ambassador approach to the next level.

Turning all hitchhikers into Castrol Ambassadors helping us safeguarding drivers from the dangers they face at night and the consequences of not caring for their own well-being.

Doctors.

Personal Trainers.

Nutritionists.

Comedians.

All there to hop on a ride and encourage truck drivers to adopt few behaviors that would improve their health. From stretching lessons to healthy cooking trainings.

In two months, we reached 10,000 drivers on the most transited highway in the country.

40,000 hours of human interaction.

+ 4 million kms completely awake.

7,500 wellness activities completed.

As a consequence, accidents at night on that highway were reduced by 18%.

We got truckers to reconsider health as part of the equation and adopt few changes that will boost their mental and physical wellbeing.