News & Views

Castrol / Data on drivers

by Contagious I/O

This story originally appeared on Contagious I/O, our customisable research platform featuring the world’s most innovative, creative and effective campaigns and marketing ideas

Castrol is reaching out to Vietnamese truck drivers with a campaign to make their life on the road a little bit easier.

As part of its Drive On initiative, Castrol, with Lowe, Ho Chi Minh City, has set up branded pit stops at key truck terminals in Vietnam and on the country’s main routes. The oil brand stocked the stations with driver-friendly perks, including towels, free coffee and massages.

While resting, drivers are encouraged to sign-up to the Castrol Drive On app. The sign-up process asks for a range of different data about their trucks, including truck plate, truck brand, years of usage, distant coverage and current oil brand, along with the driver’s contact information. Castrol then sends SMS messages to the registered drivers to inform them of pit stop locations and when their vehicle needed its oil changed.

Results / According to the agency, the campaign has reached more than 12,000 drivers and registered more than 6,294 fully completed profiles to date. Drivers spent an average of four minutes with the app.

Contagious Insight

Driving loyalty / It’s tricky to understand when and how people are using oil - especially when they’re out on the road. So creating a loyalty scheme of sorts is a smart move for Castrol, helping the brand better understand, target and market to their audience by collecting a vast amount of data on both them and their vehicle. And there’s much to be gained for drivers, too. After all, long, dusty and often lonely roads are now peppered with Castrol stops, creating somewhere for some much-needed respite.

Making the product visible / It’s also a clever way for Castrol to remind drivers of its product: especially because it’s one that’s often out of sight and out of mind. Prompting drivers into stopping is a smart way to shift more oil, as well as making sure Castrol is top-of-mind when they stop off.

This story originally appeared on Contagious I/O. Contagious I/O is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious I/O contact sales@contagious.com