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PROTEGE, June 2012
PROTEGE, June 2012
PROTEGE, June 2012](https://image.slidesharecdn.com/protege-castroledge-130312001048-phpapp02/75/Castrol-EDGE-Ogilvy-Internship-Project-17-2048.jpg)
Uploaded byGabbi Baker
Castrol EDGE - Ogilvy Internship Project
The document outlines a digital-focused integrated marketing campaign for Castrol Edge, aiming to establish it as the #1 synthetic motor oil by 2015 through a strategy focused on emotional connection and consumer engagement. It includes research insights, creative expressions, a launch plan with success metrics, and targeted tactics for different consumer segments, emphasizing the importance of customer interaction and brand recall. The campaign seeks to leverage consumer passion for driving and sports to raise brand awareness and familiarity.
In this document
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Introduction of the PROTEGE team and outline of the presentation agenda.
Overview of developing a digital marketing campaign for Castrol EDGE, aiming to increase brand familiarity and become #1 synthetic motor oil by 2015.
Exploration of emotional and rational aspects related to engine protection and performance.
Discussion on Castrol's perspective on oil, consumer research methods, and strategic planning for engagement.
Insights into target demographics' online habits, emphasizing consumer engagement through strategic outreach.
Strategies to keep information simple and engage consumers through shared passions and interests.
Core message emphasizing that oil is more than a necessity; it symbolizes shared experiences and achievements.
Presentation of the creative strategy, urging consumers to share their passion for cars, exemplified through various media.
Details on the campaign launch timeline and key success metrics to evaluate effectiveness.
Summary of campaign goals, expected brand share growth, and the importance of retaining consumer loyalty.
Marketing tactics tailored for Millennials, Gen X, and Baby Boomers to enhance campaign effectiveness.
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Castrol EDGE - Ogilvy Internship Project
- 1.
- 2. MEET THE TEAM GABBI HEATHER JORDAN HEDAN ALYSSIA DOM
- 3. AGENDA I. THE BRIEF II. INSIGHTS & STRATEGY III. THE BIG IDEA IV. CREATIVE EXPRESSIONS V. LAUNCH PLAN, SUCCESS METRICS & BUDGET
- 4.
- 5. WHAT YOU’VE ASKEDUS develop a digitally-focused integrated marketing campaign for Castrol EDGE x2 +2 brand share points “strength” and familiarity in NA “performance”
- 6. become the #1selling synthetic motor oil by 2015
- 7. EMOTIONAL ENGINE ENGINE PROTECTION PERFORMANCE RATIONAL
- 8. EMOTIONAL ENGINE ENGINE PROTECTION PERFORMANCE RATIONAL
- 9. For everyone here at Castrol, oil is more INSIGHTS & STRATEGY than just oil.
- 10. WHERE WE LOOKED PRIMARYRESEARCH ONE-ON-ONE INTERVIEWS COLD CALLING spoke to auto repair technicians ONLINE SURVEY and oil change associates SECONDARY RESEARCH in 35 states PROPRIETARY RESOURCES (MINTEL, WARC, ETC.)
- 11. THE EXPERIENCER COMPETITIVE ADVENTUROUS PASSIONATE MALE 18-54
- 12. OUR STRATEGIC PROCESS SPARK ARM ENGAGE
- 13. 74% + 20 + 32 of target was hours spent in hours spent online unable to identify their car per week per month Castrol EDGE as a synthetic motor oil Online Survey Conducted by PROTEGE, Arbitron National In-Car Study, 2009 Go-Gulf.com, How People Spend Their June 2012 Time Online, 2012
- 14. RAISE REACH AWARENESS THEM WHERE THEY ARE SPARK interest in Castrol EDGE by bringing the brand to the consumer
- 15. men want men are “I love my car… to learn + competitive + my engine, not so much.” how to do more and choose to play Harrison, things and how to games that utilize age 24 do them better their knowledge and skills The Futures Company, Slate, Are Men More Competitive Than One-on-One Interview Conducted by Yankelovich Monitor, 2008 Women?, 2009 PROTEGE, June 2012
- 16. KEEP IT INFORM SIMPLE ARM our target with an understanding of the effects Castrol EDGE has on their driving experience
- 17. “A typical “Ihave never “I don’t know football Sunday thought about [how to describe which brand I + the drive]. It’s + involves me, my son, my 50-inch and choose…” just awesome.” America’s team.” Mark, Jeremy, Steve, age 47 age 28 age 53 One-on-One Interview Conducted by One-on-One Interview Conducted by One-on-One Interview Conducted by PROTEGE, June 2012 PROTEGE, June 2012 PROTEGE, June 2012
- 18. FOSTER PLAY UP CONNECTION WITH THE THEIR BRAND PASSION ENGAGE consumers with the brand through their passion points
- 19. OUR STRATEGIC PROCESS SPARK ARM ENGAGE
- 20. OUR APPROACH We will connect with our target through a celebration of our shared passion – the drive.
- 21. THE BIG IDEA oil.
- 22. Castrol EDGE arepresentsmore tultimate For everyone here t Castrol, oil is the han just oil. achievement in Liquid Engineering...
- 23. Oil is anecessity.
- 24. For everyone here at Castrol, oil is more than This is about something bigger. just oil.
- 26. LONG LIVE LONG LIVE STRENGTH PERFORMANCE LONG LIVE THE DRIVE
- 27. For everyone here at Castrol, oil is more CREATIVE EXPRESSIONS than just oil.
- 31.
- 34. SHARE YOUR DRIVETO GAME DAY ENTER TO WIN TICKETS TO THE SUPER BOWL WATCH NFL PLAYERS ON THEIR DRIVE TO GAME DAY
- 39.
- 42.
- 44. SPARK ARM ENGAGE BILLBOARDS CAMPAIGN MICROSITE ONLINE ADS IN-STORE AR MOBILE APP XBOX SMARTGLASS XBOX SMARTGLASS
- 45. LAUNCH PLAN, SUCCESSMETRICS & BUDGET
- 46. LAUNCH PLAN |------2012---------|-------------------2013-------------------------|-----------------2014------------------------|---2015-----| NFL KICKOFF SUPER BOWL DRAFT CAMP SUPER BOWL DRAFT CAMP SUPER BOWL MONTH S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F MICROSITE OOH BANNER MOBILE APP SMARTGLASS SOCIAL MEDIA SEO PR/INFLUENCER
- 47. IMPLICATIONS: BRAND &BUSINESS 950,000 Billboards Online Ads Marketing Tactics = impressions x Xbox SmartGlass Campaign Microsite Avg. Click Through = 10% Mobile App x In-Store AR Click Through to Customer Purchase = 5% Retention 4,750 Customer Loyalty = new customers Internet World States; Mashable, Google Click- per month Through Rates, 2011
- 48. KEY METRICS BANNER AD interaction rate, open rate, CTR BILLBOARD cost vs. sales volume ratio, engagement visits to site, time spent on site, fan MICROSITE uploads, social engagement MOBILE APP download of app, in-store sales volume downloads of game, frequency of use, XBOX SMARTGLASS engagement with friends
- 49.
- 50. REVISITING OUR GOALS x2 +2 #1 brand share points “strength” and familiarity in NA “performance” synthetic brand by 2015
- 51. LONG LIVE LONG LIVE STRENGTH PERFORMANCE LONG LIVE THE DRIVE
- 52.
- 53. APPENDIX .
- 54.
- 55. TACTICS + SEGMENTS TACTIC MILLENNIALS GEN X BABY BOOMERS 53% of Gen X Men notice large billboards (Mintel Marketing to Gen X, 2011). By providing Gen Xers with news or information BILLBOARDS via advertisements during their “wasted” commute time, the may feel that they’ve gained knowledge and benefitted from their commute time. Interactivity increases brand recall 63% more than non interactive ads (Barnum Sulley Reesearch 2010) BANNER ADS Display ads do more than look pretty. “When Internet users were surveyed to find out what actions they took when viewing a display ad on an ad-supported Website, nearly 1/3rd said they clicked on the ad” (eMarketer, Banner Ads: Beyond the Click, 2009). 71% of Boomers say they will still buy in stores MICROSITE after getting information from the web (Bazaar Voice, Talking to Strangers, 2012). Eighty-four percent of Millennials report Over half (51%) of Americans trust UGC more than other that UGC on company websites has at information on a company website (16%) or news articles about least some influence on what they buy the company (14%) when looking for information about a UGC VIDEO (Bazaar Voice, Talking to Strangers, brand, product, or service (Bazaar Voice, Talking to Strangers, 2012). 2012).
- 56. TACTICS + SEGMENTS TACTIC MILLENNIALS GEN X BABY BOOMERS 38% of Millennials are driven to choose a 74% of male U.S. smartphone users have downloaded mobile IN-STORE brand based on signs or displays in store apps (2010, eMarketer.com) (AdAge “How Millennials Are Spending AUGMENTED Their Precious Dollars on CPGs,” 2012). REALITY Millennials are 262% more likely to be 49% of men own a smartphone (Pew Internet, influenced by smartphone apps than the February 2012), an increase of 10% from May general population (AdAge “How 2011 MOBILE APP Millennials Are Spending Their Precious Dollars on CPGs,” 2012). 60% of mobile internet users multitasked 30% of Gen X men play video games (Mintel, Marketing to Gen XBOX while watching sports (Sports Fans X – US, 2011) Online, eMarketer.com, 2011) SMARTGLASS
- 57. SEGMENTATION More millennials than non-millennials described themselves as adventurous (69%) and expressed MILLENNIALS ADVENTUROUS a desire to be considered a “done-it-all” (46%) (Barkley Millennials Study, 2011). Effectively using nostalgia in advertising can be a challenge (Advertising Age, 2010), but it may help a GEN X NOSTALGIC brand stand out in the mind of Gen Xers (Mintel Marketing to Gen X, 2011). Boomers have been noted as being concerned BOOMERS YOUTHFULNESS with staying youthful and active (Mintel Lifestyles of Baby Boomers, 2011).