Planning & Execution

After spending a lot of time with the target, we realized that between the driver and his truck was a bond as strong as human relationship. Drivers usually named their trucks after their girlfriends or wives. WE realized that the driver did not care much for himself, but he cared for his truck. What if we leveraged this insight and connected with him using the truck as the means.

Creative strategy:
Humanize the man-machine interaction.

Media strategy:
How can we reach a target who is always on the road? We turned to the most important object every truck drivers carries with him on the road. Their mobile phone. Always on the go, it is his only tool to stay connected and entertained.

Execution

We placed 12 pit stops at key Truck terminal and 4 mobile stops on key routes – where the stops are fewer and further in between to:
1. Educating the driver: through brochure and leaflet on product education.
2. Collecting data: at the heart of the campaign is the Castrol app, fully credited for building the database. Drivers register their mobile number, truck plate, truck brand, years of usage, oil brand usage to the app
3. Offering Life solution for the driver: we made available certain perks such as towels, free coffee and massage to ease their hard life on the road.

Effectiveness / Results

Drivers identified with the brand initiative
There are an estimated 358,000 Light Weight trucks in Vietnam and no official number of truck drivers. With one mobile+activation we were able to reach more than 12,000 drivers and register more than 6,294 fully completed profiles.
The campaign worked harder & saved media costs

• Cost per contact – a nominal 1.58 $ per contact. For an audience with traditional media rarely works, no matter how high the frequency or how wide the reach; the 1.58 $ was a breakthrough.
• Time spent – 4 mins. For a driver who has a short attention span, 4 minutes is a lot of time
• Participation rate: 8 out 10 truck drivers that passed by our pit stops registered for the app
• Total data points captured: 6,294 drivers were recorded with phone number, address, truck plate, truck brand, years of usage, distant coverage, oil brand
• Direct response mechanism: we send out sms to the registered drivers to inform them on pit stop locations, remind them to change oil
• For Castrol to air a 4 mins TV commercial ONCE on VTV 3 at prime time, it would cost nearly 7 times that investment. Not to mention, the truck drivers are probably not watching it.