2011 Winners & Shortlists

Results and Effectiveness

• Sales grew by 120% during the world cup. • 474,788 unique persons visited the cheerwithcastrol.com website • 1,924 fans on Facebook • Over 1.6million pages were viewed online • More than 100,000 email video files delivered • In excess of 35 million impressions were served across the campaign

Creative Execution

To help Castrol connect with the online audience, we used famous football presenter, Mustafa Al Agha. From his TV show he directed people to www.cheerwithcastrol.com where users could support or mock their friends by choosing from one of six customized Mustafa Al Agha videos. Each video could be personalized in a number of different ways and then shared via email or Facebook. To create awareness, Facebook activity, branded content and display media were used to engage users and increase participation. Facebook was also utilized to push the banter further by updating fans on match activity and pushing them to comment. Castrol specially designed World Cup widgets were distributed across a number of football websites. These widgets contained a FIFA World Cup predictor, success predictor, match predictor and the Castrol Index – reinforcing Castrol’s “performance” positioning.

Insights, Strategy and the Idea

Objective & challenge: Castrol is a motor oil brand that falls under a highly functional category. Being the official worldwide sponsor for the FIFA World Cup 2010, we wanted to leverage Castrol’s brand that revolves around performance & intelligence with the World Cup fever. How do you bring the excitement of the world cup to this functional category? Platform/Idea: Football banter is a big element to the world cup fever. A large part of the game’s excitement is to banter friends, cheer with the winners and mock the losers. Don’t own the game, Own the “Spirit of Football”. Own the pride, mockery and friendly banter of the sport; support the fans, by facilitating their passion for the game.