Castrol Formula Gel

Brand Awareness and Trial Campaign Product or Service being featured: Castrol Formula Gel Grease

Market Environment
Castrol is a market leader in greases with about 30% market share with Veedol being the next biggest player at 16% Veedol and Balmerol have created a good quality perception among the TG Between 200507 Primary competition grew by 4% Emergence of regionally strong players like Penzoil and Pensol Mechanic remains the key decision maker for brand choice with some influence by the channel Long Life and Protection remain the two key drivers for grease segment Castrol currently operates on protection platform

Objectives
Launch the Castrol Formula Gel as revolutionary new product in grease portfolio and to build the Castrol image as the performance leader Capture mind share and considering that the category itself is low involvement create top of mind recall and brand excitement for Castrol Formula Gel Conduct exhaustive sampling in the Grease market Key messages to be brought alive from activation: Formula gel is more than just a grease its a gel Formula Gel protects your vehicles ball bearing the best Functional benefits of thermal stability and superior drain interval

Mechanics (Primary Audience)

Target Audience

Dealers / Trade Partners (secondary Audience )

Truck Owners (Tertiary Audience)

Campaign Strategy
The need was to reach a large number of mechanics who are: Concentrated as a group or individuals(s) where they can be reached in large numbers Should be made to give mind share to our communication Should be motivated enough to start trying the product All these factors enabled us to focus on the Transport Hubs of the country where heavy vehicles halt, get loadedoffloaded and get checked/fixed before the next journey. But we had some questions: What is the consumer behavior for the category? What can we do in order to bring maximum receptiveness? How to excite the target group to try the first of its kind and expensive product in a price sensitive segment? Most importantly if the traditional print and electronic media cannot gain inroads what can we do to reach the segment effectively.

Qualitative Research Findings

The grease category is driven by price There is very little loyalty towards a brand. But Castrol is perceived as a premium quality brand Mechanics are extremely strong influencers for selection of grease. At times they make the decision individually Mechanics spend an average of 12 hours working a day and lead a stressfull life A significant proportion of mechanics are uneducated with negligible literacy levels While administrating a vehicle, mechanics put their reputation/name at stake Their livelihood depends on their reputation in the market, thus the performance of a product is of great importance

Strategy Statement
The core TG: Garage Owners and Mechanics are not properly educated thus show little involvement and comprehension towards chemical/technology based products. In order to create maximum participation and interaction the message would have to have a visual languageaid, high entertainment factor and needed to break away from the mundane clutter of tech speak that the category depended on. It gave us food for thought to make our strategy. And the campaign was born with its main protagonist as the poor ball bearing

Campaign Concept