Malaysian Media Awards Winners Showcase





2015 | |

Castrol MAGNATEC Goal Striker Brings Protection To Life With Outdoor

Advertiser: BP Castrol Lubricants (Malaysia) Sdn. Bhd.
Brand: Castrol
Creative Agency: -
Credits: -

The Challenge
Consumers find engine oil boring because of the distant nature of the product. Castrol wanted to educate Malaysians that up to 75% of engine wear happens at start-up and Castrol MAGNATEC’s Intelligent Molecule instantly prevents this problem. How do we bring to life the product USP of ‘Instant Protection’ in a fun and engaging manner?

Insight, Strategy and the Idea
Malaysia has 141% mobile penetration and the 4th highest digital engagement in the world with 38% of daily media interactions occurring on a smartphone and 40% taking place out-of-home. With Castrol being a global sponsor for the 2014 FIFA World CupTM, there was an opportunity to create memorable brand association with its core male consumers, and drive affinity for Castrol through football. Hence, we developed a mobile game – ‘Castrol MAGNATEC Goal Striker’ – to bring to life the ‘Instant Protection’ proposition to create a unique engagement with consumers.

Media Execution
We chose a location with the highest traffic – Bukit Bintang, KL. We picked the tallest digital screen in the country. We turned it into an interactive board with ‘Mobile Interactive Controller’ (MOBICON) technology. MOBICON transformed a normal smartphone into an interactive controller to play the ‘Castrol MAGNATEC Goal Striker’ game on the big screen. Players kicked molecule balls pass the goal keeper which represents engine harmful deposit onto the engine. Players scored points by lubricating the engine with the oil molecules (=goals), and the more they scored, the higher the points. To ensure that this is not just a digital experience, we rewarded daily top scorers with bottles of Castrol MAGNATEC.

Results and Effectiveness
Castrol MAGNATEC Goal Striker brought the ‘Instant Protection’ message to life with 1,000+ gameplays in 9 hours across 2 weeks. 1,400+ goals were scored by all participants. 361 Castrol MAGNATEC packs were redeemed by daily top scorers.