Castrol launches brand campaign in China

Castrol has launched a corporate brand campaign in China to try to wrest market share away from local companies that dominate the market. An emotional approach and an emphasis on liquid engineering technology are combined to educate consumers who are unfamiliar with the brand and its history. To raise brand awareness among China’s many first-time car owners, the Green Road campaign mixes archive footage with new film to describe Castrol’s journey in advancing lubricant technology. Created for China, the campaign tested so well it will run in 18 countries. [Male consumers] are prepared to pay a premium for a brand that knows its stuff, said Yanti Harris, regional account director, Ogilvy & Mather Singapore, an international advertising, marketing and public relations agency. (August 28, 2006)