Castrol gets clingy in new campaign

Castrol has launched a global integrated campaign aiming to distinguish its Magnatec oil as having "intelligent molecules".The campaign runs on mediums such as film, print and OOH work and TVC as well as digital.Created by Ogilvy & Mather, Castrol Magnatec launched a challenge - the Clinging Face-Off - to display the use of ultra-refined "intelligent molecules" that cling to engine parts.The challenge is between an expert Rodeo rider, and Castrol Magnatec's molecules to see who can cling on better. This was a simple demonstration to highlight the product.Taking this to point of sale, a comprehensive shopper marketing toolkit was also developed by OgilvyAction Malaysia, while InterOne China created extensive online assets and digital engagement elements.The campaign will run in key markets including China, Russia, Australia, Turkey, India, Brazil, Mexico, Argentina, New Zealand, Indonesia, Thailand, Malaysia, South Africa and the Kingdom of Saudi Arabia. The campaign has currently launched in Australia, Turkey, Russia, Mexico with China being next in line.