Created by Ogilvy & Mather Advertising Singapore, the full campaign — including TV — will roll out in Thailand, Vietnam and Indonesia.
Print and point-of-sale, in addition, will launch in several global markets over the next year, including China, Malaysia, Germany, Brazil and Argentina.
Targeting motorbike enthusiasts, the campaign builds on the 'It's more than a bike' positioning to convey the different relationships that riders have with their bikes. Power1 is also launching a new formula which it claims will provide increased power for motorbikes.
"The look and feel had to reflect the 'premium-ness' of the product and the pride that enthusiasts get from knowing that they do not compromise on the quality of the oil that they put into their pride and joy," said Ogilvy & Mather regional account director Yanti Harris.
"For our target market, their bike is their life. The campaign idea was developed on this insight."
Varying by market, Castrol Power1's competitors include Shell, Mobil, Total and Motul. "The objective of this campaign is to position Castrol Power1 as the best oil for four-stroke motorbikes," added Harris.
"The secondary message is that Power1 has a new formula (new formulation Trizone Technology) to provide increased power to bikes."
The Power1 campaign marks Castrol's second major global campaign in recent times to originate from Asia. The push follows the brand's repositioning drive last month.
