Castrol integrates sporting instore push with OgilvyAction

OgilvyAction has developed a massive multi-channel retail and trade promotional activation initiative for Castrol leveraging the motor lubricant brand’s many sporting tie-ups. Launched on March 5 and running until the end of September, the project will be the biggest promotion Castrol has ever run in the UK.

An on-pack mechanic sits at the heart of the campaign and will appear on two million bottles across Castrol Edge, Magnatec and GTX products. Consumers who buy a promotional bottle can instantly win exclusive tickets to some of the world’s most prestigious sporting events. The activation initiative will bring together for the first time all of Castrol’s sporting assets under one promotional banner.

Prizes on offer include:

• Tickets and hospitality to the Ford Motorsport World Rally Championship

• Exclusive match tickets to UEFA Euro 2012, including flights and accommodation

• Tickets and hospitality to the Moto GP and British Superbikes

• Tickets to selected events at the London 2012 Olympics

• World Cricket Twenty20 tickets to Sri Lanka, including flights and accommodation

• 1000s of chances to win Euro and Olympic merchandise will also be available

During the promotional period the Castrol brand will be exposed to 1.4 billion consumers worldwide through its sponsorships, inclusive of UEFA Euro 2012 perimeter advertising boards. During this time, OgilvyAction’s multi-channel campaign will use this exposure to drive footfall in-store, encourage further engagement with the Castrol brand and educate consumers about product benefits.

POS within retail outlets across the UK communicate the fantastic campaign prizes available. Each promotional Castrol bottle carries a unique code concealed under the label which consumers can enter on-line via the campaign microsite.

The bottle labelling has been redesigned with the whole left side devoted to the promotion. A gold background showcases details of the outstanding prizes on offer and a link to the promotional website.

Those without a winning code can browse the campaign microsite for more details of the incredible prizes on offer. They can also play a variety of interactive sporting games with built-in free prize draws offering a range of Euro 2012 and Olympic merchandise. Online assets have been created by OgilvyAction and interactive sporting games developed by River Marketing.

Each webpage will also feature a link to the main Castrol site where consumers can learn more about the right Castrol products to suit their vehicles.

OgilvyAction has created a range of In-store materials featuring a lanyard image to represent the VIP experiences that only Castrol can offer its customers at top sporting events. These in-store items also show sports stars in action, including Cristiano Ronaldo for UEFA Euro 2012, Lizzie Armitstead for Olympics 2012 and Sashin Tendulkar for the ICC World Twenty20.

Radio ads produced by OgilvyOne will also run from the end of March along with further ATL presence.

Parmy Fellows, UK retail marketing manager at Castrol said: “We have a fantastic range of sporting assets that we are more or less unique in being able to bring together in a high profile campaign of this kind. This is a landmark sporting year and with the UK proudly hosting the Olympics it is the perfect opportunity to reward our customers with a range of prizes that money simply cannot buy.”

Sam Kennedy, senior account manager at OgilvyAction, adds: “The scale and appeal of this campaign set against the excitement of a historic year in the sporting calendar means that brand awareness will be at an all time high. We wanted to take this unique opportunity to go one step further and educate consumers about Castrol products and why using the right oil is so important and why it pays to pick the premium option.”