Castrol Power 1 has launched its first-ever pure-play digital marketing campaign â€śHow Do You Feel When You Ride?â€ť.
Primarily running on Facebook and YouTube, the two-minute campaign video features a biker powering along the open road.Â It will run throughout 2014 with a planned content calender, various activations, competitions and events.
The campaign was created by Ogilvy & Mather and covers markets such as India, Indonesia, Thailand, Vietnam and the Philippines.
To create the video, bikers from key Asian markets were interviewed about motor-cycling and acceleration. Â The Ogilvy team took the comments supplied by passionate bikers and created a visual tapestry of animation mixed with real footage.
The Castrol Power1 campaign also features a series of video clips where bikers describe their feelings from riding and acceleration. MotoGP riders Alvaro Bautista and Bryan Starling play a starring role in the campaign, sharing their feelings about the experience, along with biking enthusiasts from Indonesia and India.
The campaignâ€™s creative director, Kevin Geeves, added that speaking to the biking enthusiasts in the process of making the films was â€ścrucial to the success of this campaign. The challenge was finding a way to interpret the feedback in a compelling and creative way.â€ť