 Castrol
is launching a global brand campaign to drive sales and bolster the
image of its Magnatec car engine oil. SINGAPORE Castrol is launching a
global brand campaign to drive sales and bolster the image of its
Magnatec car engine oil. Devised by Ogilvy & Mather Singapore, the
campaign will break in
Asia-Pacific early next year, and has already rolled out in Poland,
with Turkey, Russia, the UK, Germany, Iran, South Africa, Brazil and
Argentina to follow. TV, digital, point-of-sale and print executions
will run, with different versions for Western and Asian audiences.
The ads aim to tell the Magnatec story without the technical jargon
typical of the category. "Consumers aren't interested in the
nitty-gritty of changing oil. We needed to explain how Magnatec
protects engines in terms that are easy to understand,"said Yanti
Harris, regional account director, Ogilvy.
The creative idea centres on the reassurance that 'Intelligent
molecules' within Magnatec - a synthetic lubricant - 'know' where to go
to protect an engine. The campaign is also part of a plan to
rationalise the Castrol product range globally, and align it within a
car lubricant family that will include only Castrol Edge and Castrol
GTX.
Castrol's key global competitors include Shell, Total and Mobil,
although the brand is looking to fend off increasing local competition,
particularly in China and oil-rich Russia.
The company controls around 12 per cent of Asia's consumer lubricant
oil market, ranging from four per cent share in Korea to 30 per cent in
Malaysia.
Ogilvy has held the Castrol account since 1999, when the agency won the account following the acquisition of Castrol by BP.
(Source: Media)
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