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Castrol powers on with its first digital campaign

Castrol Power 1 has launched its first-ever pure-play digital marketing campaign “How Do You Feel When You Ride?”.

Primarily running on Facebook and YouTube, the two-minute campaign video features a biker powering along the open road. 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.  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 campaign’s creative director, Kevin Geeves, added that speaking to the biking enthusiasts in the process of making the films was “crucial to the success of this campaign. The challenge was finding a way to interpret the feedback in a compelling and creative way.”

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