2020/2021 Winners & Shortlists

CASTROL WELLNESS PROGRAM

BrandCASTROL
Product/ServiceCASTROL
EntrantGEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
CategoryCorporate Social Responsibility (CSR) / Corporate Image
Idea Creation GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
Production GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
Production 2 MARKETING & ADVERTISING SUPPORT SERVICES Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Brand Experience & Activation?

We took a brand that naturally activates in petrol stations and turned it into the biggest on-the-move activation, spreading over millions of kilometers. Rather than competing on-ground with other brands, we seamlessly integrated our brand in their daily lives. Engaging them within their natural environment.

Background

Brands look at every opportunity to engage with their most loyal audiences. And in the engine oil category, these loyalists are people whose livelihood revolves around their vehicles.Truck Drivers. But, such an audience is hard to reach. They spend most of their time on the road. Each driver comes from a different country. And, they focus more on getting to their destination than listening to brand promises. So our challenge was to find them, engage with them, and take care of them - relevantly. Because just like Castrol takes care of truck engines, it also wanted to take care of the people behind the wheel.

Describe the creative idea (20% of vote)

We gave truck drivers their guardian angels on one of the longest and loneliest roads in KSA. Leveraging the fact that between 2am and 6am, these drivers needed us most. Because that specific highway, during that time, witnesses over 700 accidents per month. We knew that the best cure to loneliness was human interaction. So we gave these drivers the company they needed, and more. Wellness Hitchhikers. How offering a stranger a lift gave drivers an unquantifiable reward.

Describe the strategy (20% of vote)

Truckers in Saudi Arabia are often away from home for weeks at a time. As a result, loneliness is the top mental issue amongst them. They spend around 9 hours on the road per day, equivalent to 56 hours per week – impacting their daily life. The problem is that when they're on the job, their priority is about getting to a destination, rather than getting there safe and sound. So how could we reshuffle their priorities without standing in the way of their mission. We found out that hitchhiking was quite common on Highway 40. That became our entry point. Our strategy thus became: infiltrate the hitchhiking culture to educate drivers on how to take their health into their own hands.

Describe the execution (30% of vote)

We took over Highway 40, starting at Dammam, Saudi’s Arabia busiest port. For one month, we reached drivers on the most transited road in the country crossing over Dammam, Riyadh, and Jeddah. We took the traditional one-to-one brand ambassador approach to the next level. Turning all hitchhikers into Castrol Ambassadors helping us safeguarding drivers from the dangers they face at night and the consequences of not caring for their own well-being. Doctors. Personal Trainers. Nutritionists. Comedians. All there to hop on a ride and encourage truck drivers to adopt few behaviors that would improve their health. From stretching lessons to healthy cooking trainings.

List the results (30% of vote)

In two months, we reached 10,000 drivers on the most transited highway in the country. 40,000 hours of human interaction. + 4 million kms completely awake. 7,500 wellness activities completed. As a consequence, accidents at night on that highway were reduced by 18%. We got truckers to reconsider health as part of the equation and adopt few changes that will boost their mental and physical wellbeing.

Credits

Name Company Role
Nick Walsh Geometry Global Dubai Managing Director
Julian Hernandez Geometry Global Dubai Creative
Elias W Bassil Geometry Global Dubai Strategic Supervision
Sebastian Cuevas Geometry Global Dubai Copywriter
David Pinilla Geometry Global Dubai Art Director
Tomas Lavagno Geometry Global Dubai Creative Lead
Mauricio Sanaiote Geometry Global Dubai Creative Lead
Adrian Mutescu Geometry Global Dubai Strategy
Catherine Asseily Geometry Global Dubai Strategy
Rola Al Badran Geometry Global Dubai Senior Account Manager
Haifa Harfouche Geometry Global Dubai Account Manager
Owais Faruq Geometry Global Dubai Group Account Director
Darine Maalouli Geometry Global Dubai Producer
Sachi Ediriweera Geometry Global Dubai Designer
Katerina Bazalova Geometry Global Dubai Management
Tom Norton Geometry Global Dubai Copywriter