PR / COMMUNICATIONS
The Castrol brand naturally had a long history in motorsport, but had never been involved in football. Castrol needed help to modernise the brand by building credibility within the sport. We shaped a communications programme around high profile ambassadors including: Arsenal Manager, Arsene Wenger; legendary referee, Pierluigi Collina; and former Bayern Munich Manager, Ottmar Hitzfeld.
The ambassadors were used across multiple platforms including PR, digital, events, internal communications, retail promotions and others through a pan-European campaign across 14 markets. Leveraging the brand ambassadors led to more than 1.5 billion opportunities-to-see in the media and over 4 million hits on Castrol’s football website.