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For the launch of its new engine oil Cruise, Castrol Power1 wanted to create saliency among consumers. And for that it chose the content route to target its core audience — Gen Y and the millennial generation.

Being a low engagement category, the main objective of the campaign — a web series — was to grab the attention of the potential consumer by making them experience the product. The idea was also to engage and connect with gen Y and millennials with the help of key influencers and give them a virtual experience of the unexplored terrains that Power1 Cruise enables everyone to explore. With this campaign, conceptualised and executed by FoxyMoron, Castrol unfolded the untold stories of acclaimed riders who had a strong foothold in the community to help the brand launch Power1 Cruise.

Gen Y and the millennial generation (18-35 years), the core target group for this segment, constitute over 30% of India’s population (Source: Census 2011). The youth thoroughly research products before they purchase. Most of this generation makes purchase decisions based on personal recommendations and another 70% of them rely on consumer opinions posted online (Source: The Neilsen company). Therefore, an inference can be made that the youth don’t easily accept brands that don’t engage with them. And this was the thought behind this campaign.

Since the consumer is not familiar with the new product or its benefits, the brand had to go the extra mile to grab their attention. The strategic thought was to create brand advocacy via key opinion leaders and to bring out stories of these influencers showcasing Castrol Power1 Cruise as the enabler to achieve their dreams.

With Cruising Legends, the brand tapped the untold stories of acclaimed riders who had a strong foothold in the community. The series is created in a first-person narrative, to give the audience a first-hand experience, truly promoting alternative lifestyles, and biking in its realest form.

Cruising Legends is about the passion for riding. With ‘Cruising Legends’, Castrol Power1 aimed to focus on the importance of performance and experience while playing on the term ‘cruise’, as well as giving the consumer a unique cruising experience.

This web series features motor-heads who indulged in long distance biking and have original evolution stories within the biking community.

Trailers

The trailers contained a soul-stirring mix of the classic thump of a Royal Enfield bike mixed with a carefully-chosen background track that best described the idea behind the stories.

The Mini-series

The four episodes actively cover not only the brand but also alternative lifestyles of millennials. The focus was to build saliency and hence affinity on digital.

For Episode 1, the brand followed the story of Rohit Subramanian. A young fellow from Chennai, living on the roads, feeding off his fuel, in quest of gathering stories. After having spent 380 days on the road last year, and visiting 10 countries, his biking story is to encourage riders around the country to be Cruising Legends.

Episode 2 featured Urvashi Patole. A traveller so deep in love for biking, she forgot everything after meeting with a ghastly accident. Everything, but biking, and so, she rides on.

Episode 3 is about a 35-year-old Atul Warrior, a bike-fanatic talking about his lust for biking. Someone who sold everything he owned, to live his passion of being a bike-wanderer.

The brand then rode on to Vir Nakai for Episode 4. Famous for having adopted biking at very young age, and cruising around the world, he talks about his blog and recent voyage to Europe on a Ducati.

 Results

The campaign reached 29,590,901 people, was viewed by 10,695,062 and received 36,809,219 impressions.

The video case study:

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at tejal@bestmediainfo.com