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This Online Media Strategy Required a Bit of Pimping

Castrol Gets Vietnamese Thinking Motor Oil by Promising to 'Up-Style' Their Rides

Published on .

Brand: Castrol
Brand owner: BP
Category: Automotive
Region: Vietnam
Date: May 2007 to July 2007
Media agency: MindShare
Media Channels: Web

Castrol needed to refresh itself after a period of disconnection with Vietnamese consumers -- more than seven months without any media activity in the market. With motor oil a low-involvement category, the objective was to create excitement within the young target group and establish a bond with the brand.

Motorbikes dominate the roads in Vietnam. Research showed that Vietnamese youngsters are particularly passionate about having a stylish bike, and that they are very internet savvy, with almost 70% going online several times a week. Castrol used this insight to create Vietnam's first web-based reality show.

The campaign created such a buzz that some media owners approached Castrol to broadcast the webisodes on their TV channels.

Based on MTV's "Pimp My Ride," the eight-week "Tut Xe That Me" ("Up-Style My Bike") reality series invited entrants to win a complete overhaul of their old, tired-looking bikes, having them cleaned up and styled into something they could be proud of. Participants were asked to post photos of their bike and reasons why they want a makeover. Winners were chosen by the highest number of votes cast for each entry.

A winner was chosen every two weeks to create immediacy and excitement, hooking participants onto the website, with the quick turnover keeping them returning. Snippets of the bike makeover at a garage were showcased as webisodes to generate hype. The whole initiative was promoted via viral e-mails, advertorials and banner ads to drive traffic.

A total of 1,140 bike pictures were uploaded, with 155,730 people registered to vote. The site received 444,467 hits, far above average Vietnamese traffic norms of 180,000. A high level of involvement saw some participants spending hours on the site to ensure they got the highest votes. The campaign created such a buzz that some media owners approached Castrol to broadcast the webisodes on their TV channels.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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