BP - Castrol
Campaign : Castrol’s Brazilian Grand Prix
Background: Castrol’s sponsorship of the Grand Prix is very important to BP, so the company wished to highlight this within this region.
Objectives: Increase sales levels in the GCC, entertain the consumer & acquire a database for future campaigns.
The Cellempower solution: Castrol oil packs were printed with simple instruction and a unique code for the consumers to SMS to the Golden number to enter the draw. They were prompted to participate via on-pack instructions as well as in-store advertising (posters, etc.) and other traditional media. Everyone was a winner with BP as all participants were rewarded with genuine Castrol merchandise. The ultimate prize was an all expenses trip for two to the Brazilian Grand Prix.
Promotion: The campaign was promoted through TV, radio and newspapers ads, as well as in store advertising.