Castrol faced a perception problem: a high-priced image in a small, cost-driven mini-mill market. A new creative platform and message refocused customers on Castrol’s powerful combination of savings and expertise—while introducing an extended line of affordable lubricant grades.
The theme, "Unlock Your Mill’s Potential", worked hand-in-hand with the pilot program’s highly successful direct mail premium and the subsequent trade show promotion.
The AISTech trade show promotion provided Castrol the opportunity to directly interface with highly-targeted prospects in their booth. Over 100 key prospects participated in this lead generating, interactive promotion.