Ride On

The commercial vehicle, lube-oil market in Vietnam was going through a transition. The category had exploded with low cost options. All existing players were losing volume & equity. Most of the competitors reacted with price-offs & sampling to regain lost ground. It was a marketing graveyard. Castrol, the market leader in this category, was not immune to this. Our volumes and equity scores were going down & fast. The business was at risk & it was imperative to stop this. Instead of resorting to short term tactics, Castrol needed to lay a foundation for long term engagement with the target audience – the Vietnamese truck driver. We needed to educate them about the benefits Castrol in a sustainable, effective & interesting manner.

The situation:
Vietnam’s lube oil market is teeming with short-term tactics, price offs and samplings.  The category is filled with low cost options, causing all existing players to lose volume and equity. But instead of following the trend, Castrol chose long-term engagement.  Going straight to the Vietnamese truck driver, we educated them about the benefits of Castrol in a sustainable, effective & interesting manner.

The problem:
The vietnamese truck driver is a rolling stone. Always on the road, always short on time and attention. So, how do we reach an unstill target audience? More importantly, how do we earn his trust? 

The idea:
We created a community for the lonely, always on-the-road trucker.  Through the Castrol app, we were able to gather details that helped us take care of both the driver and his truck.   
This allowed us to build direct relations with him and introduce ‘empathy’ to a very functional category.
Agency: Lowe Vietnam
ECD: Carlos Camacho
Head of Planing: Sajju Ambat
Art Director: Kumkum Fernando / Martin Coppola
Winner on AMES Awards 2015 (Asian Marketing Effectiveness & Strategy)
 
Category Data & Analitics
Customer Intelligence
Platinum
 
Category Effectiveness
Cars & Automotive Services
Bronce
 
Catetory Digital Strategy
Mobile
Short List
Winner on Tambuli 2015
 
Category Advocacy
Bronce
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