Sophie Chen
Dec 16, 2013

Castrol stirs up conversation with bikers via digital campaign

SINGAPORE – Castrol has chosen an emotional appeal in its first marketing campaign for its Power 1 motor oil.

The Facebook and YouTube campaign, ‘How do you feel when you ride?’, developed by Ogilvy & Mather Singapore, will run in several markets including India, Indonesia, Thailand, Vietnam and the Philippines.

It features a two-minute film that shows a biker powering along the open road, taking on all kinds of challenges.

The brand and agency used insights from bikers, including the feelings they get from riding and acceleration, to help create a visual tapestry that mixes animation and real footage.

Kevin Geeves, creative director at Ogilvy, said this was crucial to the success of the campaign, and the challenge was finding a way to interpret the feedback in a compelling and creative way.

The digital launch of the campaign is in line with Castrol Power 1 social-media strategy.

“This influencer-based marketing programme for Castrol Power1 talks to the passionate bikers, influencers, key opinion leaders in a way that emotionally resonates with their passion for motorbikes and riding,” said Rahul Gupta, Ogilvy’s managing partner. “It aims to develop a brand that people will love to buy into and help further spread the word through digital and social media, as opposed to more traditional media platforms for marketing.”


Client Castrol Power 1
Clients Visvanathan, Srikanth and Deepshikha Asishta
Agency Ogilvy Singapore
Creative director Kevin Geeves
Writer Dan Barrett
Art director Kevin Geeves, Rei Chee
Account service Rahul Gupta, Christianne Pena
Agency producer Stephenie Lee, Amarajeet Kaur
Production company Cirkus (NZ)
Producer Marko Klein
Animation director Christian Greet
DOP Andrei Jewell
Live action producer/camera operator Gavin Newton
Music and sound design The Gunnery


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