Our client had a problem where consumers weren't sure which Castrol oil variant to use. We needed to engage with them to ensure they understood the benefits of choosing and using the right Castrol oil in their vehicles. We also had to find a memorable way to educate mechanics and counter staff on what makes each Castrol oil variant unique and to give them the confidence to promote and sell it.

We initially aimed to visit a list of customer stores over 172 days. These were Autozone, Midas, Makro, BP fourcourts and a few independent outlets. These were plotted on a map and broken up in to a detailed route for our roadshow. Grassroots were then added to the route and a team was sent in to locate mechanics and do reconnaissance. This stage was activated later in the roadshow. Our route map grew as it was updated to include ad hoc auto events ie. race days at Phakisa, Mooi River and Zwartkops, Mad Saturdays at relevant outlets, Castrol events, supplier and customer related events, even with an extension up to Botswana. The roadshow team started in Gauteng for the first 3 months, then moved to Mpumalanga, North West, Limpopo, Botswana, for 4 months and then worked their way down through the Cape, KZN and Free State finishing in October.

The target audience gained the confidence to sell and ask for the product they needed; we increased sales by 17% in just 172 days, and created a world first; travelling 3D projection mapping cinema, inside a truck.

65 950km's were covered by our truck and high performance vehicles in total. 399 activations engaged 15 191 people, and we awarded 4298 prizes and completed 2670 surveys.