2011 Winners & Shortlists

Results and Effectiveness

• The campaign achieved Castrol 120% increase in sales during the World Cup • Sada El Malaeb consistently delivered ratings higher than the actual World Cup games! • 474,788 unique persons visited the cheerwithcastrol.com website • Over 1.6 million 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

We teamed up with the leading Football program Sada al Malaeb presented by the region’s favorite presenter “Mustafa Al Agha” who would function as the hub that will channel the cheering & bantering idea into our TG. • Castrol Index: We trained Mustafa Al Agha to use Castrolindex website – Castrol Index is a ranking system which uses an innovative and insightful technology to analyze players’ performance – On daily basis, Mustafa Al Agha navigated Castrol Index website on his show, & shared statistics from the site. At the end of the show, the presenter predicted the scores of the coming matches based on the statistics, and excited the viewers to cheer and banter their using cheerwithcastrol.com • What is cheerwithcastrol? A World cup themed microsite containing several customizable videos of “Mustafa Al Agha” allowing the users to create messages cheering & bantering all their friends.

Insights, Strategy and the Idea

• Objective & challenge Castrol Oil is a worldwide sponsor for the FIFA World Cup 2010 - Castrol’s brand dynamic revolves around performance & intelligence. How do you bring the excitement of the world cup into this systematic brand? • Our Insight: 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. • Our Idea: 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. By providing intelligent football statistics, Castrol will create various methods of cheering & bantering through their World cup platform.