FIRST, FASTEST ENGINE FREE KICKER by Ogilvy & Mather Tokyo for Castrol

Adsarchive » Promo , Case study » Castrol » FIRST, FASTEST ENGINE FREE KICKER

FIRST, FASTEST ENGINE FREE KICKER

Pin to Collection
Add a note
Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market Japan
Agency Ogilvy & Mather Tokyo
Creative Director Akihito Abe
Art Director Kaori Mochizuki
Copywriter Satoko Takada
Designer Atsushi Hashimoto
Producer Natsuko Shimizu
Released March 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: BP CASTROL
Product/Service: ENGINE OIL
Agency: OGILVY & MATHER JAPAN
Date of First Appearance: Mar 13 2010
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Entry URL: http://www.kaibutsu.jp/awards/ca01_e/
Planner: Nobuhisa Ishizuka (Ogilvy & Mather)
Producer: Natsuko Shimizu (Ogilvy & Mather)
Art Director: Kaori Mochizuki (Ogilvy & Mather)
Creative Director: Akihito Abe (Ogilvy & Mather)
Designer: Atsushi Hashimoto (Yama)
Flash Developer: Kazuki Nakata (Yama)
Programmer: Tadakazu Oda (Fish Grove)
Sound Designer: Shojiro Nakaoka (Bitztream)
Copywriter: Satoko Takada (Ogilvy & Mather)
Account Manager: Genjiro Wakayama (Ogilvy & Mather)
Castrol Ichi-GO Creator and Constructor:: Kogoro Kurata
Construction Project Manager: Yusuke Kitani (Kaibutsu)
Event Operation: Takako Narumi (Zeal Associate)
Public Relations: Kentaro Tsubouchi (Sunny Side Up)
Public Relations: Chika Tsukamoto (Sunny Side Up)
Online Promotion: Satoshi Shinjin (Catchball)
Media placement: Event - Yokohama Marinos Football Opening Game - 3/13/2010
Media placement: Event - Kanagawa Toyota Yokohama - 3/18/2010
Media placement: Event/TV Filming - S The Story (TV Program) - 3/13/2010
Media placement: Event - Kawasaki Frontale Football Game - 3/13/2010
Media placement: Event - Netz Yokohama Kohoku - 6/12/2010
Media placement: Event - Yoyogi National Park - 6/19/2010

Insights, Strategy & the Idea
Objective
Utilize CASTROL’s 2010 FIFA World Cup official global sponsorship as an opportunity to communicate brand superiority and drive sales for “Edge.”

Background
In Japan, brand awareness is only 1/3 versus Europe, and football popularity was the lowest in the past 16 years. We had no media budget, hence there was a risk of being in the clutter of other World Cup campaigns.

Target & Insight
We targeted male automobile owners (30’s-40’s). Most of them leave maintenance up to their servicemen and do not choose engine oil on their own. They grew up watching robot “animes” and special effects films, and are still loyal fans.

Strategy
Create a new “presence” that would become the centre of attention.

Ideas
Develop the world’s fastest free-kick machine powered by engine and demonstrate its performance. We achieved linking the product and its superiority, CASTROL’s sponsorship and target insight into one.

Creative Execution
Strategy
Develop the world’s fastest free-kick machine powered by engine to drive association between engine oil and football. The strategy was to generate buzz without buying media.

Pre-Measure 1: Online (Website / Social Media)
Seven months before launch, we shared the real-time development process of the robot on the campaign website and social media, which raised interest among media and information-conscious people.

Pre-Measure 2: Public Showing Event
Upon completion, we conducted an event to where the press attended and helped disseminate word-of-mouth without having to spend any media money.

Guinness Challenge Event
At the last event before the World Cup, the robot achieved a Guinness World Record, as the “consummation” of its performance, which triggered buzz again.

Campaign Period
We were swamped with invitations from the media and event organizers. The robot continuously appeared in soccer games and TV programs for four months, from launch to the World Cup.

Results and Effectiveness
Events:
The robot appeared and invited in 8 events, which meant that we generated coverage without spending media money.

Media exposure:
The robot was featured in over 150 TV programs and magazines in Japan, earning US$5.5 million in media coverage.

Tremendous online buzz and awareness:
The robot was mentioned in portal sites, alpha bloggers and social media. “CASTROL Ichi-Go” in Japanese exceeded 11 million search results on Google.

Into the world:
Word-of-mouth spread to 80 countries, where the robot was introduced in television, magazines and online media.

Sales
The sales volume of the CASTROL/MAGNATEC brand achieved +34% versus previous year.