CASTROL TET
CLIENT: CASTROL
AGENCY: GOLDEN DIGITAL
ROLE:
CREATIVE DIRECTOR
CREDIT:
SR. COPYWRITER: SYAN- THUY THUONG
SR. DESIGNER: TOAN ONG
Tet is the biggest festival in Vietnam. Right before Tet, Vietnamese usually have their bike repaired, washed and lubricated. Starting from this, Castrol’s challenge is to create an emotional bond with consumers and convince them that changing oil with Castrol is a MUST in Tet preparation.
With tons of Tet traditions, Castrol has leverage the deep-rooted one that’s highly relevant to the consumers and effectively deliver brand message – the New Year Calligraphy by word master. Our story is built around the most 3 important aspects of life and sophistically connected them with Key Brand Message “Superior Acceleration”.
CHA
LLEN
GES
STRA-
TEGY
THE
ONLINE
VIDEO
The story portraits 3 proactive consumers who take a step up and achieve life’s goals. All they need is just the leap of faith.
TĂNG for FAMILY
Accelerate your care for a happy family.
TỐC for LOVE
Accelerate to win love
VƯỢT TRỘI for CAREER
Accelerate your performance for a superior career
THE ENGAGEMENT PLATFORM
PRODUCTION HOUSE: ALIEN
DIRECTOR: NHU DANG
The brand calls consumer to experience the “Calligraphy wish for a smooth journey” Mobile app by sending New Year wish card to their loved ones in 3 aspects Family, Love and Career
CAMPAIGN
RESULTS
The clip ranked at 1st for Best Digital Ads in Kantar Millward Brown Vietnam’s research for 2018 Tet Brand Campaign.
30%
BUDGET
Lower than
last year
44%
CPV
Lower than
last year
25%
Lower than
market norm
COMPLETION RATE
70%
Higher than last year
94,000
Users using the Castrol Calligraphy App
3,600
Shares on Facebook
#1 TET CAMPAIGN
From Kantar Millward Brown
#1 TET CAMPAIGN