Benjamin Li
Feb 19, 2009

BP rolls out regional Castrol Power 1 campaign

SINGAPORE - BP has rolled out an ad campaign for its premium motorcycle oil, Castrol Power 1, for Southeast Asia markets.

BP rolls out regional Castrol Power 1 campaign
The campaign is currently running in Indonesia and will extend to Vietnam and Thailand later in the year. The campaign is targeted at motorcycle riders in these markets. The key message behind this campaign is Castrol Power 1 provides enhanced power and acceleration.

The TV-led campaign supported by print, online and below-the-line elements was created by Ogilvy & Mather, Singapore with different media partners involved in each market.

“With the current economic conditions, people are more careful about how they spend their money. Some may opt for public transport more often, which provides challenges in our category,” said Craig Penty, regional manager for passenger car and motorcycle lubricants at BP.

BP is not only competing with global players such as Shell, but also many local brands in various markets such as Top One in Indonesia.

Watch the ads

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