castrol_tet_2018
digital campaign
Brief:
Get adults
Who is using motorbike
To consider Castrol is the must-have choice for their bike
By combining changing-oil activity with one of Vietnamese traditional New Year customs - Calligraphy Giving
Insight:
Vietnamese follow many traditional customs in New Year as a move to pray for good things. Calligraphy Giving is one of them.
Strategy:
We come up with an occasional campaign to game up and accelerate Tet for SMOOTH JOURNEY 2018 WITH CASTROL.
The campaign optimizes 3 digital channels' availability of Castrol: YouTube, Facebook, and the Website.
YouTube. We create a conceptual iTVC reflecting 3 aspects of life that people often pray for through customs activities: Family, career, and love. The master advises on their life, and also their bike.
Website. A Web app is created to help everyone can create their wishes. The wishes had customized with the user's names and they also can make different backgrounds, characters, and elements.
Facebook. Use to provoke the community through the sharing of video content and wishes of the web app. At the same time spread out the campaign’s message to the people through the activities from KOLs, Influencers, Hot Community...
Results:
* Online video: more than 3,000,000 views on Youtube.
* Top 1 rank of best digital Tet ads in 2018 based on KANTAR MILLWARD BROWN report.
* Engagement Activity on Web App has more than 4.000 participants.
* Get more than 1,4% conversion rate (0,5% benchmark).
Skills involved: market analysis, competitive analysis, copywriting, content creation, creative direction, storyboarding
