WHY CASTROL DESERVED THE TIME, RESPECT & MONEY OF THE VIETNAMESE TRUCKING COMMUNITY?
The commercial vehicle, lube-oil market in Vietnam was going through a transition. The category had exploded with low cost options. All existing players were losing volume & equity. Most of the competitors reacted with price-offs & sampling to regain lost ground. It was a marketing graveyard. Castrol, the market leader in this category, was not immune to this. Our volumes and equity scores were going down & fast. The business was at risk & it was imperative to stop this.
Instead of resorting to short term tactics, Castrol needed to lay a foundation for long term engagement with the target audience – the Vietnamese truck driver. We needed to educate them about the benefits Castrol in a sustainable, effective & interesting manner.
THE PROBLEM: THE VIETNAMESE TRUCK DRIVER IS A ROLLING STONE
The Vietnamese trucker is a rugged, short attention spanned man. To make ends meet, he has to be on the road for almost 18 hours a day for more than 20 days a month. So, how do we reach our target audience that is always unstill? More importantly, how do we earn his attention?
This is a story of how Castrol used ‘technology’ & introduced ‘empathy’ in the category to create a direct relation with the driver. Our multimedia campaign – ‘Castrol Journey together’ created a community for the lonely trucker, who was on-the-road. For the first time, a lube-oil brand treated the Vietnamese trucker with respect, in a relevant & meaningful way.
• Castrol was the only brand in the category to grow its advocacy score by +11 points, HIGHER THAN ANY OTHER PLAYER IN THE CATEGORY
• Castrol didn’t only stem the loss of volume, but grew its share by 7% while ALL other players remained stagnant & Castrol was grew double than the category (+3%)
• A total of 3,840,000 litres of the product was sold – that is equal to filling the entire fuel tank of sixteen 747-400ER jumbo jets.