2022 Winners & Shortlists

Background

Mechanics play a massive role in our society. They keep our commutes safe and always come to the rescue whenever there is an emergency. However, they FEEL unappreciated and looked down upon. Their efforts go unnoticed. Their humanity, hopes, and dreams – unseen. Castrol believes that they deserve better and wanted people to see them as the true heroes they are for keeping our cities moving and safe on the road. So, Castrol needed to find a way to get society to “see” and appreciate people who have long been ignored. With Portraits of Change, we proved that they’re more than just mechanics. They’re incredible people with stories of hope, dreams, and honest work that affects us all --- and we showed it to everyone.” So, we ask you, who else deserves to be seen?

Describe the strategy

Based on years in the industry and strong relationship with their employees and mechanics in the region, Castrol has identified the problem: Mechanics play a massive role in our society, however, they are often unseen and unappreciated members of society. Human truth & opportunity: There’s a social segregation towards blue-collar workers. It’s a behavior that’s entrenched in everyday life. The good news is that is deprived from malice, which shows us an opportunity to influence and pivot it for better. Key proposition: Get our target audience to see mechanics for their efforts, and celebrate them as the heroes who keep our cities moving and safe. We targeted Males and Females in Dubai, (18-65+) with interest in automotive, lifestyle, entertainment, and cars (Luxury and sports). Targeting the high end class who may overlook the blue collar class, and those with interests in lifestyle and entertainment – looking for new experiences.

Describe the execution

Pre-Event: To build hype on 12/01/2022, we posted across social media platforms, an invite of the first ever Dubai Frame Photo exhibit, “The Portraits of Change” . Event: On 14/01/2022, Castrol invited automotive and lifestyle influencers to attend an exclusive unveiling in Zabeel Park. When arriving, they were met with a team that guided them to the location to view the exhibit. Not knowing what they were about to see, each influencer scanned a QR code, pointed their cameras at the Dubai Frame, and saw seven AR portraits, each unveiling the men behind the portraits. Only then, to find out that these are mechanics. Influencers were moved, and shared their experiences with their 8.5Million followers. Post-Event: Through social media platforms, we continued the conversation, unveiling our portraits and behind-the-scenes videos of the-making-of our portraits - each with an intimate look at a person our audience had never seen before (16/01/2022).

List the results

Business Impact: Castrol has garnered positive brand recognition in the news for their work in shedding light on mechanics, being featured in 2 industry (Campaign ME,Little Black Book), daily news (Gulf News) and 2 automotive articles (Tires and Parts, AutoDrift). Engagement: Total: 1,668,895 Social Media: 1,096,646* Actions include: Shares, Reaction, saves, comment, page likes/follows, post interactions, video plays, photo views and link clicks. Influencer: 572,249* This includes likes, comments, shares, etc. Impressions: Total: 7,148,042 PR: 510,000 Social Media: 6,368,928 Influencer: 269,114 Change in Behaviour: +72% in public awareness, people were able to view mechanics in a new way and strike up a conversation about how we perceive these workers and make them feel more appreciated for their work.