In a 30-second TVC, Castrol Magnatec’s intelligent molecules takes on the ultimate challenge—a Clinging Face-Off—with a rodeo rider to see who can cling on better.
Executed in a fresh, unexpected manner, the integrated campaign was created by Ogilvy & Mather Singapore and is supported by film, print, OOH, and digital. A shopper marketing toolkit was developed by OgilvyAction Malaysia to support point of sale, while InterOne China created extensive online assets and digital engagement elements.
The campaign will run in key markets including China, Russia, Australia, Turkey, India, Brazil, Mexico, Argentina, New Zealand, Indonesia, Thailand, Malaysia, South Africa and Saudi Arabia.
“This new global campaign for Castrol Magnatec tangibly demonstrates what sets the brand apart from competition, in a manner that breaks the visual communication codes for this category,” said Fiona Gordon, chairman of Ogilvy & Mather Singapore.
Shell has launched two contests, created by iris Singapore, for its ‘Enjoy Your Ride’ campaign, developed by JWT, aiming to promote its Advance range in ten countries, targeting motorcycle riders between the ages of 18 to 39 years old, workshop owners and trade mechanics.
The one targeting consumers, is supported by posters, banners, leaflets, and mechanics’ cheat sheets, and kicked off in Malaysia today, followed by a gradual rollout into nine other markets around the world, including China, India, Indonesia, Vietnam, Brazil, Malaysia, Philippines, Thailand, Pakistan and Columbia.
Motorcycle enthusiasts will stand a chance to win one of three custom motorcycles and motorcycle gear by sending a local campaign hotline, an SMS of their particulars and a unique code tagged to each purchase of Shell Advance engine oil.
The other contest run in parallel with the consumer activation, will allow trade partners, who help the brand execute sales, to win a trip to Italy to visit the Ducati factory and attend the GP Aperol di San Marino e della Riviera di Rimini at the MotoGP VIP Village. Trade mechanics can also stand to win insurance or scholarships for their family.
“For the first time, Shell will be harnessing the pivotal role of channel partners as purchase influencers to drive awareness and participation of a campaign,” said Koh Kar-Tai, Shell Advance global brand manager, Shell.
Credits for Castrol TVC
Global category director, passenger car oils VivekRampal
Global brand director, Magnatec Elaine Tai
Global marketing communications director Vicki Kipling
Global brand manager, Magnatec Rachel Deng
Agency Ogilvy & Mather Singapore:
Chief creative officer Steve Back
Art director Anthony Tham
Managing partner Rahul Gupta
Regional planning director Ramesh Kumar
Sr. account director Christianne Pena
Account manager Bee Ping Chua
Sr. producer AmarjeetKaur
Production partners
Director Noah Marshall
Production house The Sweet Shop
Photographer Matt Baker / Katapolt
Music production Nylon Studios
CG Perceptual Engineering
