Our campaign was created primarily for digital video sharing platforms, Youtube (globally) and Youku (in China). We adhered to global and local guidelines on both platforms.

Furthermore, we worked closely with our talent (including Ken Block), automotive partners (Lamborghini, BMW and Audi) as well as global media publications and websites (including The Sun, Complex and High Snobiety) to ensure we followed all rules and regulations across all social and digital publishing platforms (including Facebook, Instagram and Twitter).

There are over 1 billion cars in the world, but not many of us think about the oil that goes into them. Our challenge was to make a low interest product more relevant to a global audience of ordinary car owners.

Our strategy was to generate mass coverage beyond the automotive category, moving Castrol into the world of lifestyle, news and popular culture. This would allow us to reach a new global audience, in the places that are normally reserved for lifestyle brands.

To do this we created Titanium Strong Blackout. This unique driving challenge called on 4 drivers to take on a pitch-black racetrack made up of interactive light obstacles. Each unique obstacle was designed to push drivers to the limit and show Castrol EDGE in action like never before. With only the lights to guide them, drivers relied on their instincts, strength and the performance of their vehicles to complete the course.

We began our campaign with a 60sec teaser, designed to create online hype and encourage subscriptions to the Castrol EDGE Youtube channel. This was followed by a hook phase using bite-size content films to inform and excite the public about the upcoming trial. Once interest had peaked, we launched our 3 minute ‘hero’ film on Castrol EDGE’s global Youtube channel. This was supported by further exclusive content and imagery, given to select online media and editorial titles.

In addition, we used our drivers (including Ken Block) and our featured automotive partners (Audi, BMW, Lamborghini) to post, tweet and share the campaign, encouraging their followers to also view the film.

To broaden our appeal and move beyond the automotive category, we identified cultural and lifestyle verticals that our audience have an affinity with.

Our content was featured in many of the world’s leading media publications and sites. For example: The sun, The Wall Street Journal, Hypebeast, Cool Material, High Snobiety, Complex and Design Boom.

We captivated a global audience:

+ 8 million views on YouTube

648 million online impressions

100 million unique reach

$12.2 million earned media

Castrol has helped shape the last 100 years of motorsport. But despite this, the brand has little presence in popular culture. Our aim was to make Castrol more relevant to a global audience, while building a huge online following.

To do this, we created the Castrol EDGE Titanium Trials, a digital content and original entertainment platform. Each Trial calls on professional drivers to take on unique driving challenges, designed to break the boundaries of performance in ways that have never been seen before.

This entry features the first Trial called Titanium Strong Blackout. The project consists of a 3-4 minute ‘hero’ film designed to capture the attention of global media. This was supported by exclusive content, including 12 bite-sized content films and multiple photographic assets, giving viewers unprecedented access to the trial. Together these were distributed globally across Owned, Earned and Paid For channels.