Post on 07-Apr-2018
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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