Castrol Formula Gel

8/4/2019 Castrol Formula Gel

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Castrol Formula Gel&

HavellPresented by:

Alexander Maurya(145/10)

Smriti Krishna

Sonal Darra

Sumit Manchanda(95/10)

Vichitra Kunar


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Castrol Formula GelBrand Awareness and Trial

Campaign-By Activation

Programme


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Activation Programme

Client : Castrol

Media Agency: Jagran Solution

Brand : Castrol Formula Gel

Location : 40 Transport Nagars across India 37

cities

Target group: 2,500 mechanics and 400 dealers in

40 locations spread across 37 cities

Activation period : 1 month, simultaneous roll out

in all four zones (East, West, North and South)


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Market Environment

Castrol :Market leader in greases with about 30% market

share with Veedol being the next biggest player at 16%

Veedol and Balmerol :Created a good quality perception

among the Target Group(TG) Between 200507 Primary competition grew by 4%

Emergence of regionally strong players

Key decision maker: Mechanics with some influence by the

channel Long Life and Protection remain the two key drivers for

grease segment

Castrol currently operates on protection platform.


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Objective

Re-launch the Castrol grease portfolio with an

improved current product AP-3 and a new

product formula gel to build the Castrol image

as the performance leader.

AP-3 to hold the market share and Formula gel

to reach 15% of AP3 volume.

Formula gel to build a separate category called

Gel and to build the category leadership.


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Key messages to be brought alive from

activation:

Formula gel is more than just a grease its a gel.

Formula Gel protects your vehicles ball bearing

the best.

Functional benefits of thermal stability and

superior drain interval


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Campaign Strategy

To reach a large number of mechanics who were:

Concentrated as a group or individuals(s) where they canbe reached in large numbers

Should be made to give mind share to our communication

Should be motivated enough to start trying the product

All these factors led to focus on the Transport Hubs of thecountry where heavy vehicles halt, get loadedoffloadedand get checked/fixed before the next journey.

But there were some questions: What is the consumer behavior for the category?

What can be done in order to bring maximum receptiveness? How to excite the target group to try the first of its kind and

expensive product in a price sensitive segment?

Most importantly if the traditional print and electronic mediacannot gain inroads what can we do to reach the segmenteffectively.


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Breaking newsthe Ball bearing is

dead. Suicide or Murder?

Ball bearing has been injured in mysterious circumstances. Some

are calling it as suicide while other think its a murder.

Jaago News(Some Places News One) gets you minute by minute

exclusive coverage of the tragedy, So news Van is visiting various

Transport Nagar in order to demystify the story:

Jaago news probes by talking to various mechanics at the transport

nagars & declares that it was desperate situation-Due to unbearable

circumstances: Excessive temperature &short drain interval, Ball-

Bearing committed suicide The situation is scary and needs remedy

An act where surprise element created hype and grab attention at

the same time work as entertainment for the audience


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Activity Description

Jaago News broke the story of the ball bearing Ball bearing per hamla!

Ball bearing ki haalat naajuk

Aakhir zimmedar kaun?

Through a series of three posters, these were put up across

the transport nagars (especially near the mechanics stalls). Next day saw a news reporter from Jaago News going to the

mechanics and in typical breaking news style questioningthem and 'investigating' the ball bearing incident.

Most mechanics were caught unawares and did not know

what had happened and tried to make guesses on what hadexactly happened.

The interaction, however, suddenly came to a standstill whena Castrol van braked in front of the crowd and the 'reporter'and from it stepped the Castrol Formula Grease GelMan, who

elucidated on the reason for the ball bearing not keeping well.


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Activity Description

The Formula GelMan gave the mechanics and the'reporter' the entire spiel about the brand andestablished that if the mechanics started using the newFormula gel grease, the ball-bearing would be fit and

fine and running smoothly. The GelMan handed over packs of Formula gel to the

mechanics -- to enable them to get a touch and feel ofthe new, improved grease thatCastrol had launched.

These mechanics found the Formula gel to be superior

than regular gel and went on to sign a signaturecampaign giving their support as a gesture of approvalto the brand.

The sign of approval the signature campaign -- was

then presented to Castrol.


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Challenges

The category is very uninvolving, and getting amechanic's attention was extremely tough.

Sensitizing him to the gel-based grease was of

supreme importance as the TG had tounderstand the superior technology of the brandand the reasoning for its higher cost visa-viz otherregular greases

Working in locations which are at times highlyscattered, difficult to reach and locating theright mechanics was a difficult task


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Scale

BTL activation in 40 transport nagars (India has

50 key transport nagars) in 38 cities, to bring

alive the proposition and generate trials,

involving mechanics, channel partners and

consumers in a span of 24 days. The nature of

the activity required quick and simultaneousexecution.


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Amplification

Innovative and unique teaser for the category.

Creation and introduction of the Gel Man-entirely created in house by JS team.

Attention grabbing and lasting interaction as eachmechanic was spoken to personally.

Optimal utilization of resources to keep activationcost effective and yet not to dilute the essence.

Localized communication in each zone and eachtransport nagar keeping in mind the locallanguage nuances.


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Highlights

Innovative & unique teaser for the category Creation and introduction of the GelMan entirely created in-

house by JS creative team

Attention grabbing and lasting interaction as each mechanic

was spoken to personally and had a one-on-one interaction with the brand

Optimum utilization of resources to keep the activation cost-

effective and yet not dilute the

Essence

Localized communication in each zone and each transport

nagar, keeping in mind local language nuances


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Results

Reached 40 transport nagars in 38 cities which is 80 percent of thetotal TG in the category in India.

Approximately 2,100 to 2,500 mechanics and 400 dealers touchedand felt the product.

A boring category created a huge buzz by the murder of the ballbearing news break.

Excellent feedback from the sales team which saw an immediatespike in sales.

Gel Man is now the mascot for Castrol Gel , which stands testamentfor the success of the communication on-ground.

Vote of confidence feedback demonstrated a reinforced positioning

for GEL as a leader in its category. Dipstick post 6 months of the activity an independent research

was done on brand recall: It was found that GEL Man and theproduct had 72% plus recall.


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Havells: Live A Shockproof life

Strategic communications


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Challenges

Switchgear is a low involvement category with

little differentiation among the offerings.

Decision making is often relegated to

electricians/contractors, their opinion seldom

questioned

Need to buy switchgear often coincides with

the decision making on interior decoration, a

task thats far more worthy of mindspace.


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Objectives

Objective #1: Double Havells spont. recall

among potential buyers and at least 50%

increase in spont. recall across overallaudience

Objective #2:Achieve 40% growth in sales


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The Big Idea

Live a shockproof life.

Havells switchgear would ensure thatthere are no electric shocks in

peoples life.


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Consumer insight: Two key discoveries

Most consumers saw switchgears as modern and

convenient alternative to electrical fuse.

Whenever it trips, we now have to just switch it on.

Its so easy to use, that now even my mother andwife can use it

Looks so much neater

This lead to the realization that if Havell focusedon switchgears that also prevented electric shock,

it would have a far greater role in consumers life


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Concept behind The Big Idea

Thought of getting an electric shock is unpleasant

enough, the advertising shouldnt be!

Keeping the message single minded.

Leveraged the topicality of economic slowdown

to reinforce the message

Taking the single mindedness to media as well


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Results: Dekha toh Shock Laga!!


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Results


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Results

Documents

Castrol Formula Gel