Castrol GTX High Mileage Brand Film Share: The CSI Group Score Awaiting client review n/a Date Published 29 April 2019 Reading Time 2-Minute Read CSI produced an inspiring brand film to demystify Castrol GTX’s High Mileage product and tell a human-centric story about its incredible performance. About the Project Castrol is one of the world’s leading brands in motor oil and automotive care. Their High Mileage product has a high price point due to its advanced formulation, and it competes in a market with three other major motor oil competitors with greater media budgets. So the question was: How could Castrol differentiate and get their High Mileage oil to stand out to their target segments of quick-lube owners and DIFMers (do-it-for-me)? The Solution When Castrol approached CSI, we immediately turned to consumer data, a category analysis, and browsing behavior to determine where the potential barriers to purchase lay. Here’s what we learned: Learning about different motor oil formulas was confusing to many consumers, and was a barrier to up-sell. Consumers were more likely to purchase a higher quality oil if they truly understood the benefits for their vehicles. Tangible evidence of the High Mileage oil’s performance and benefits would be needed to drive sell-through. Instead of bombarding consumers with formulation jargon, we leveraged Castrol GTX High Mileage’s amazing product history to tell a heritage story in the form of a brand film: a partnership with Irv Gordon, the owner of a Volvo P-1800 that holds the Guinness record for the World’s Highest Mileage car, which has been using Castrol motor oil since the beginning. There couldn’t be a more perfect story to tell. By introducing a human element to help tell the story of the motor oil’s performance, we would be able to diffuse the consumer’s confusion around the product formulation. Duane Matejka, a 5-time historic race champion and mechanical engineer, was brought in to analyze the famous Volvo’s engine and discuss it in a simpler, more approachable way. Results The Irv Gordon partnership garnered several earned-media placements. With a limited budget, we leveraged a paid digital campaign on YouTube and Facebook to get the word out. The digital spot was initially launched as a national campaign, and was then picked up by HQ and run globally. As a result, Castrol saw: 650M+ earned media impressions 8% increase in sales year-over-year 1M+ organic campaign views