Successful Integrated Marketing Campaign : Castrol Australia

The biggest business of Castrol is supply of lubricants to franchised and independent organised mechanical workshops. Castrol Australia inferred from market survey that workshop owners usually decide the choice of the lubricant as automobile owner relied on their advice. The workshop owners in unorganized sector had preference for lower cost lubricants where they enjoyed higher margins. To increase awareness of the draw attention of Automobile owner and pull more customers to large workshop chains, Castrol Australia devised a pull through marketing campaigns, benefiting both Castrol and workshops. It involved providing prizes to the users of the Castrol Lubricants along with sponsoring city wide bike and car racing competition.

The Engagement Tools

1) Poster
Poster as an idea was not so revolutionary but were practical. They were designed to create awareness of the campaign/prizes on offer.Posters were made flexible enough to be placed almost anywhere suitable and explained the prize on offer, how to qualify and how to register.

2) Counter Cards 

They were used to reinforce the poster designed to be clearly visible at time of vehicle drop off and service payment.

3) Stickers
The smallest item but the most powerful - an invoice sticker reinforcing the campaign even after the customer has left the workshop. This sticker is received only if the customer purchases the premium product and provides registration instructions. More than 1 million of these invoice stickers (on rolls of quantity 250 each) were produced and distributed nationally.

4) Online Tools
A web-based customer registration form. Customer enters their details and receives an email confirmation of their successful registration.

5) Mobile Application
A mobile friendly version of item 4.

6) SMS Service
The ability to enter via SMS via a dedicated number set-up specifically for this campaign. Customer also receives reply sms after successful registration via SMS.

7) Communication TipsCustomer communications tips provided to workshop via simple one-pager.

In summary, customer enters workshop, is made aware of the campaign via the poster and/or counter card, workshop representative explains the promotion briefly, on purchasing the premium product customer receives an invoice sticker that gives them three options to register for the prize (via PC, Smart Phone or SMS).

All registrations are logged in a single custom created database that records customer details, time of entry and method of entry. At the end of the campaign, Approved Electronic Random draw software was used to draw the winner of the promotion.

The Outcome
The results to date of the campaign have been phenomenal. Though campaign is designed to be simple but was successfully able to make consumers aware of the of Castrol lubricants and enticed repeat purchase.

Source : Brand Republic