2020/2021 Winners & Shortlists

Why is this work relevant for PR?

The Care For Caretakers campaign was transformative for Castrol, as its insight and influence on the medical staff and first responders community contributed to make the brand the #1 international brand in The Emirates, influencing opinion and preference in a category with very low involvement. The earned conversations enhanced reputation and business for Castrol, who still holds that position after three business quarters, as audited by GfK Global.

Background

Castrol believes in protecting the people that are behind the engines, even more than in protecting engines. However, with the 2020 lockdown in place the number of people driving their cars was naturally reduced to a minimum. This has affected the whole auto-care category with service centers being opened, due to the local regulations, but totally empty. Digging into the data and the profile of the usual customers, we identified a sharp decline in visits from those ridding the essential rides - medical workers. Whilst many brands have been passively supporting frontliners through words of encouragement, there was another aspect of their lives that was overlooked. In the past few months with the fight against COVID-19, their focus and time had been dedicated to saving lives. In turn, many personal errands were being delayed. With 50% of frontline workers delaying their regular car check-ups.

Describe the creative idea (20% of vote)

The Care for Caretakers platform was created, turning traditional service centers were into 'Hygiene Hubs'. In these Hygiene hubs, the staff went through intensive sanitation and care trainings and the space received the highest standards of hygiene and safety. From a destination worth skipping, our Castrol centers were now ready to welcome a segment of population that was driving more than ever. The essential workers now had a safe space where one of their unspoken needs was to be taken care of in a reassuring manner.

Describe the PR strategy (30% of vote)

50% of the medical staff were delaying their annual car check up. Therefore we decided to refocus our business priorities and turn the service centers into hygiene hubs for the medical community to safely benefit from hygienic vehicle maintenance. Doctors and nurses embraced the initiative as a true brand act in a media context of support, praise and occasional symbolic gestures of appreciation. One of their unspoken needs had a solution and the word has organically spread throughout their FB communities. The medical press picked up the story and amplified the message even further. Finally, local press, Khajeej Times (the number 1 news outlet in the UAE) noticed Castrol's activation and dedicated a full article to the story.

Describe the PR execution (20% of vote)

Medical Communities - UAE's most active FB groups within the medical community covered our activation organically as the Castrol service centers we're a safe space for them to service their vehicles. Specialized press - Aster, one of the largest medical provider in the region covered the initiative in their weekly magazine as a way to praise the staff and encourage further visitation. Local Press - Khaleej Times "Castrol the heroes of the auto maintenance industry" 4th of April 2020.

List the results (30% of vote)

The Impact After two weeks: 2,000 mechanics took part in the initiative 100 workshops nationwide +30,000 doctors and health workers reached (40% of the total medical staff community in the UAE) +26 Million Social Media Views. 2 weeks after the campaign Castrol became the #1 engine oil brand in the UAE (given the low share of voice levels in the category during that period, this suggests a significant correlation between the initiative and the final results) Medical community reactions: Fantastic Initiative @DRAbdulSherif Great to see a brand talking to frontliners in a different way @DrMayaJ One less worry of my mind @UAENurse Shout out to @CatrolMiddleEast for a safe car check @MoManu Castrol + Taking care of health workers = amazing!!! @MDUmarNair