Sponsor 
SINGAPORE – December 13, 2013 – Ogilvy & Mather, Singapore – Castrol Power 1 has launched its first ever marketing campaign on digital and social media channels, Facebook and YouTube.
“How Do You Feel When You Ride?” was developed by Ogilvy & Mather’s creative and integrated marketing teams in Singapore, Ogilvy & Mather, Singapore said in a press release.
Srikanth Visvanathan, Global Head for Motorcycle Oils at Castrol, said about the new campaign, “It is all about the bikers, the ride and the emotion. It is about coming alive at the touch of the throttle enabled by Castrol Power1.”
Bikers from key Asian markets were interviewed about their feelings which come from motor-cycling and acceleration.
The fascinating insights inspired a two-minute cinematic feature where a biker is seen powering along the open road, hand on the throttle. The Ogilvy team took the comments supplied by its passionate bikers and from their descriptions, created a visual tapestry of animation mixed with real footage.
The campaign’s Creative Director, Kevin Geeves, explained, “We spoke to dozens of enthusiasts in the process of making these films and were blown away by some of the responses. This was crucial to the success of this campaign. The challenge was finding a way to interpret the feedback in a compelling and creative way.”
The Castrol Power1 campaign also features a series of video clips where passionate bikers describe their feelings from riding and acceleration. MotoGP riders Alvaro Bautista and Bryan Starling play a starring role in the campaign, sharing their inner-most feelings about the experience, along with biking enthusiasts from Indonesia and India.
The digital launch of the campaign is in line with Castrol Power1 social media strategy. The campaign has already generated a huge response from bikers, driving conversations around shared passions for acceleration and the open road.
Ogilvy’s Rahul Gupta said, “This influencer-based marketing programme for Castrol Power1 talks to the passionate bikers, influencers, key opinion leaders in a way that emotionally resonates with their passion for motor-bikes and riding. It aims to develop a brand that people will love to buy into and help further spread the word through digital and social media as opposed to more traditional media platforms for marketing.
“While other brands in Asia are still thinking about using digital to increase engagement, Castrol has gone ahead and used digital as a mainstream medium for Castrol Power 1, delivering its message in a very focussed and targeted way.”
The two-minute film – which has already secured more than one million hits on YouTube – and the MotoGP rider interviews can be seen at:
http://www.youtube.com/castrolbikers
https://www.facebook.com/CastrolBiking
https://www.facebook.com/CastrolBikersIndonesia
https://www.facebook.com/CastrolBikersVietnam
