Castrol MAGNATEC

B2B Campaign

Helping mechanics truly understand Castrol MAGNATEC’s promise of non-stop protection

The Challenge

Mechanics are Castrol’s most trusted advocates - the gatekeepers of credibility in workshops around the world. They influence every oil change decision and shape customer choices. Castrol needed a way to go beyond just awareness and build advocacy at scale. Ensuring its core promise of non-stop engine protection from every start was not just technically understood but resonated emotionally and locally in every market.

Our Approach

The Idea

We built a global Mechanic Advocacy Toolkit under 'Protect with Castrol MAGNATEC'—positioning the product as a symbol of care that protects engines, wellbeing, and mechanics' reputations. Through modular content and personalized experiences, we transformed mechanics from audiences into brand champions by helping them understand MAGNATEC's non-stop protection promise. The result: an adaptable, insight-led toolkit enabling Castrol teams to engage mechanics meaningfully at scale.

Execution

A mechanic-first global campaign with five integrated assets:

1. Branded Visual System: Universal, locally adaptable identity for online/offline activation across markets.
2. Comparison Films: 5 split-screen videos showcasing MAGNATEC's superior performance.
3. 8D ASMR Audio Series: Immersive audio moments protecting mechanics' wellbeing.
4. Personality Quiz: Gamified experience linking mechanic traits to product benefits.
5. Hyper-Personalised Video Toolkit: AI-powered guide for creating personalized mechanic videos at scale.

All assets were modular, localizable, and united by one philosophy:
non-stop protection from every start.

Impact

Results

The campaign re-energized Castrol's global mechanic community by blending empathy, entertainment, and technology. We transformed a technical benefit into a relatable belief system, empowered country teams with plug-and-play creative tools, and elevated product advocacy across Asia-Pacific and beyond. Positioning Castrol as a leader in AI-driven B2B creative engagement.

Category Influence

Protect with Castrol MAGNATEC set a new benchmark for mechanic-centric marketing in lubricants. By humanizing technology and localizing storytelling, we proved creativity, education, and empathy can coexist to drive advocacy. Shifting communication from selling protection to sharing a belief in it.