CASTROL GTX ULTRACLEAN EXPEDITION

Opportunity :
Castrol wants to enter the market for LCGC segment which is a huge market in Indonesia with their new product Castrol GTX Ultraclean.

Challenges :
Many LCGC car owners only use their vehicles for inner city commuting. They don’t consider it for a long distance traveling due the engine specifications.

The Plan :
Using LCGC car communities as main touch point, we conducted a road trip expedition with various LCGC car communities. The expedition from Jakarta-Bali-Jakarta (2.500++km), is to show the benefits of Castrol GTX UltraClean for their LCGC engine in the long-distance travel.
We had games along the way and multi quests on the destination and tap into social media, to make the expedition more engaging with the participants.

Results :

• 7 billions of PR Value.