Breaking in Malaysia, Thailand, India and China, the FCB campaign is an attempt to counter a slide in Castrol GTX's sales.
The advertising drives home the point that protecting the inside of a vehicle, including the engine, is just as important as protecting the outside. The ads show the extreme measures some car owners take to protect the outside of their cars - alligators chained to the car, bear traps set all around and security guards standing watch.
This work is the first regional campaign for Castrol GTX in years, said Peter Cheung, group account director at FCB. The agency said a lack of regional marketing activity had contributed to a slide in Castrol GTX's sales. The campaign also aims to overcome market confusion about what GTX stands for as a brand.
A number of product line extensions - GTX2, GTX3, GTX Electra and so on - had also contributed to the confusion, said Cheung adding that, Castrol was now working to reduce the number of products in the GTX range. This is FCB's final work for Castrol, which has moved to Ogilvy & Mather as part of an international alignment following BP's take-over of Castrol.
