Castrol Launches World Cup Campaign

Global lubricants brand, Castrol, part of the BP Group, is launching a major, 12-month business-to-business marketing campaign, in support of its status as an official sponsor of the 2010 FIFA World Cup.

This is the first campaign of its kind for the company’s B2B division and is targeted at BP and Castrol customers in its Aviation, Industrial, Marine and Energy (AIME) sectors.

It will be the company’s first sponsorship-based B2B campaign and first use of social media tools in its B2B marketing.

Through a dedicated online presence, PR and special events all aimed at its B2B audience, the company will use its ‘more than just oil’ theme, to communicate business performance and product benefits, in the context of football.

Online content will include a performance-based football game, competitions, industry news updates and a B2B social networking presence, all accessed via the company’s relevant B2B web portals.

Special football-themed customer events will be arranged at B2B trade shows and conferences around the world, with key football figures, led by Arsène Wenger, acting as brand ambassadors.

The company has retained its design consultants, oakwood media group, to handle all creative and digital work, and appointed Torque PR to provide media relations, content generation and event management.

The B2B campaign is part of a global plan behind the Castrol brand, which includes a significant worldwide consumer media and activation programme in support of its official sponsorship of the 2010 FIFA World Cup.

Leading football faces are acting as Castrol’s consumer brand ambassadors, including Ronaldo and Marcel Desailly.