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PROTEGE
MEET THE TEAM    GABBI       HEATHER   JORDAN    HEDAN       ALYSSIA    DOM
AGENDAI.    THE BRIEFII.  INSIGHTS & STRATEGYIII.  THE BIG IDEAIV.  CREATIVE EXPRESSIONSV.  LAUNCH PLAN, SUCCESS METRICS &...
THE BRIEF
WHAT YOU’VE ASKED USdevelop a digitally-focused integratedmarketing campaign for Castrol EDGE         x2            +2    ...
become the #1 sellingsynthetic motor oil         by 2015
EMOTIONALENGINE                         ENGINEPROTECTION               PERFORMANCE             RATIONAL
EMOTIONALENGINE                         ENGINEPROTECTION               PERFORMANCE             RATIONAL
For	  everyone	  here	  at	  Castrol,	  oil	  is	  more	     INSIGHTS & STRATEGY                   than	  just	  oil.	  	  
WHERE WE LOOKEDPRIMARY RESEARCHONE-ON-ONE INTERVIEWSCOLD CALLING            spoke to auto repair techniciansONLINE SURVEY ...
THE EXPERIENCER             COMPETITIVE             ADVENTUROUS              PASSIONATE             MALE 18-54
OUR STRATEGIC PROCESS           SPARK            ARM          ENGAGE
74%                                     +	        20                                  +	        32  of target was         ...
RAISE              REACH   AWARENESS         THEM WHERE                      THEY ARESPARK      interest in Castrol EDGE b...
men want                                   men are                                      “I love my car…   to learn        ...
KEEP IT      INFORM                             SIMPLEARM    our target with an understanding of the effects       Castrol...
“A typical “I have never                               “I don’t know                               football Sundaythought ...
FOSTER            PLAY UP   CONNECTION    WITH THE            THEIR     BRAND             PASSIONENGAGE          consumers...
OUR STRATEGIC PROCESS           SPARK            ARM          ENGAGE
OUR APPROACH           We will connect with our       target through a celebration of our shared passion – the drive.
THE BIG 	  IDEA     oil.	  
Castrol EDGE arepresentsmore	  tultimate 	  For	  everyone	  here	   t	  Castrol,	  oil	  is	                             ...
Oil is a necessity.
For	  everyone	  here	  at	  Castrol,	  oil	  is	  more	  than	  This is about something bigger.                          ...
LONG LIVE           LONG LIVESTRENGTH          PERFORMANCE    LONG LIVE THE DRIVE
For	  everyone	  here	  at	  Castrol,	  oil	  is	  more	   CREATIVE EXPRESSIONS                   than	  just	  oil.	  	  
SPARK  ARMENGAGE
SHARE YOUR DRIVE TO GAME DAY  ENTER TO WIN TICKETS TO THE SUPER BOWL                                           WATCH NFL P...
SPARK  ARMENGAGE
SPARK  ARMENGAGE
SPARK            ARM             ENGAGE  BILLBOARDS                       CAMPAIGN MICROSITE  ONLINE ADS                  ...
LAUNCH PLAN, SUCCESS METRICS & BUDGET
LAUNCH PLAN            |------2012---------|-------------------2013-------------------------|-----------------2014--------...
IMPLICATIONS: BRAND & BUSINESS                                                                                 950,000    ...
KEY METRICS       BANNER AD           interaction rate, open rate, CTR        BILLBOARD      cost vs. sales volume ratio, ...
FINANCES
REVISITING OUR GOALS  x2            +2                            #1  brand       share points “strength” andfamiliarity  ...
LONG LIVE           LONG LIVESTRENGTH          PERFORMANCE    LONG LIVE THE DRIVE
THANK	   YOU    .	  
APPENDIX    .	  	  
BUDGET
TACTICS + SEGMENTS   TACTIC             MILLENNIALS                                                  GEN X                ...
TACTICS + SEGMENTS   TACTIC            MILLENNIALS                                                  GEN X                 ...
SEGMENTATION                               More millennials than non-millennials described                              th...
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
Castrol EDGE - Ogilvy Internship Project
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Castrol EDGE - Ogilvy Internship Project

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Designed presentation for final internship project as a Summer Intern at Ogilvy & Mather in New York City (2012). Challenged with developing a digitally-focused advertising campaign for client Castrol EDGE.

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Transcript of "Castrol EDGE - Ogilvy Internship Project"

  1. 1. PROTEGE
  2. 2. MEET THE TEAM GABBI HEATHER JORDAN HEDAN ALYSSIA DOM
  3. 3. AGENDAI.  THE BRIEFII.  INSIGHTS & STRATEGYIII.  THE BIG IDEAIV.  CREATIVE EXPRESSIONSV.  LAUNCH PLAN, SUCCESS METRICS & BUDGET
  4. 4. THE BRIEF
  5. 5. WHAT YOU’VE ASKED USdevelop a digitally-focused integratedmarketing campaign for Castrol EDGE x2 +2 brand share points “strength” and familiarity in NA “performance”
  6. 6. become the #1 sellingsynthetic motor oil by 2015
  7. 7. EMOTIONALENGINE ENGINEPROTECTION PERFORMANCE RATIONAL
  8. 8. EMOTIONALENGINE ENGINEPROTECTION PERFORMANCE RATIONAL
  9. 9. For  everyone  here  at  Castrol,  oil  is  more   INSIGHTS & STRATEGY than  just  oil.    
  10. 10. WHERE WE LOOKEDPRIMARY RESEARCHONE-ON-ONE INTERVIEWSCOLD CALLING spoke to auto repair techniciansONLINE SURVEY and oil change associatesSECONDARY RESEARCH in 35 statesPROPRIETARY RESOURCES(MINTEL, WARC, ETC.)
  11. 11. THE EXPERIENCER COMPETITIVE ADVENTUROUS PASSIONATE MALE 18-54
  12. 12. OUR STRATEGIC PROCESS SPARK ARM ENGAGE
  13. 13. 74% + 20 + 32 of target was hours spent in hours spent onlineunable to identify their car per week per month Castrol EDGE as asynthetic motor oil Online Survey Conducted by PROTEGE, Arbitron National In-Car Study, 2009 Go-Gulf.com, How People Spend Their June 2012 Time Online, 2012
  14. 14. RAISE REACH AWARENESS THEM WHERE THEY ARESPARK interest in Castrol EDGE by bringing the brand to the consumer
  15. 15. men want men are “I love my car… to learn + competitive + my engine, not so much.” how to do more and choose to play Harrison,things and how to games that utilize age 24 do them better their knowledge and skills The Futures Company, Slate, Are Men More Competitive Than One-on-One Interview Conducted by Yankelovich Monitor, 2008 Women?, 2009 PROTEGE, June 2012
  16. 16. KEEP IT INFORM SIMPLEARM our target with an understanding of the effects Castrol EDGE has on their driving experience
  17. 17. “A typical “I have never “I don’t know football Sundaythought about [how to describewhich brand I + the drive]. It’s + involves me, my son, my 50-inch and choose…” just awesome.” America’s team.” Mark, Jeremy, Steve, age 47 age 28 age 53 One-on-One Interview Conducted by One-on-One Interview Conducted by One-on-One Interview Conducted by PROTEGE, June 2012 PROTEGE, June 2012 PROTEGE, June 2012
  18. 18. FOSTER PLAY UP CONNECTION WITH THE THEIR BRAND PASSIONENGAGE consumers with the brand through their passion points
  19. 19. OUR STRATEGIC PROCESS SPARK ARM ENGAGE
  20. 20. OUR APPROACH We will connect with our target through a celebration of our shared passion – the drive.
  21. 21. THE BIG  IDEA oil.  
  22. 22. Castrol EDGE arepresentsmore  tultimate  For  everyone  here   t  Castrol,  oil  is   the han  just  oil.  achievement in Liquid Engineering...
  23. 23. Oil is a necessity.
  24. 24. For  everyone  here  at  Castrol,  oil  is  more  than  This is about something bigger. just  oil.    
  25. 25. LONG LIVE LONG LIVESTRENGTH PERFORMANCE LONG LIVE THE DRIVE
  26. 26. For  everyone  here  at  Castrol,  oil  is  more   CREATIVE EXPRESSIONS than  just  oil.    
  27. 27. SPARK ARMENGAGE
  28. 28. SHARE YOUR DRIVE TO GAME DAY ENTER TO WIN TICKETS TO THE SUPER BOWL WATCH NFL PLAYERS ON THEIR DRIVE TO GAME DAY
  29. 29. SPARK ARMENGAGE
  30. 30. SPARK ARMENGAGE
  31. 31. SPARK ARM ENGAGE BILLBOARDS CAMPAIGN MICROSITE ONLINE ADS IN-STORE AR MOBILE APPXBOX SMARTGLASS XBOX SMARTGLASS
  32. 32. LAUNCH PLAN, SUCCESS METRICS & BUDGET
  33. 33. LAUNCH PLAN |------2012---------|-------------------2013-------------------------|-----------------2014------------------------|---2015-----|NFL KICKOFF SUPER BOWL DRAFT CAMP SUPER BOWL DRAFT CAMP SUPER BOWLMONTH S O N D J F M A M J J A S O N D J F M A M J J A S O N D J FMICROSITEOOHBANNERMOBILE APPSMARTGLASSSOCIAL MEDIASEOPR/INFLUENCER
  34. 34. IMPLICATIONS: BRAND & BUSINESS 950,000 Billboards Online Ads Marketing Tactics = impressions x Xbox SmartGlass Campaign Microsite Avg. Click Through = 10% Mobile App x In-Store AR Click Through to Customer Purchase = 5% Retention 4,750 Customer Loyalty = new customers Internet World States; Mashable, Google Click- per month Through Rates, 2011
  35. 35. KEY METRICS BANNER AD interaction rate, open rate, CTR BILLBOARD cost vs. sales volume ratio, engagement visits to site, time spent on site, fan MICROSITE uploads, social engagement MOBILE APP download of app, in-store sales volume downloads of game, frequency of use, XBOX SMARTGLASS engagement with friends
  36. 36. FINANCES
  37. 37. REVISITING OUR GOALS x2 +2 #1 brand share points “strength” andfamiliarity in NA “performance” synthetic brand by 2015
  38. 38. LONG LIVE LONG LIVESTRENGTH PERFORMANCE LONG LIVE THE DRIVE
  39. 39. THANK   YOU .  
  40. 40. APPENDIX .    
  41. 41. BUDGET
  42. 42. TACTICS + SEGMENTS TACTIC MILLENNIALS GEN X BABY BOOMERS 53% of Gen X Men notice large billboards (Mintel Marketing to Gen X, 2011). By providing Gen Xers with news or information BILLBOARDS via advertisements during their “wasted” commute time, the may feel that they’ve gained knowledge and benefitted from their commute time. Interactivity increases brand recall 63% more than non interactive ads (Barnum Sulley Reesearch 2010) BANNER ADS Display ads do more than look pretty. “When Internet users were surveyed to find out what actions they took when viewing a display ad on an ad-supported Website, nearly 1/3rd said they clicked on the ad” (eMarketer, Banner Ads: Beyond the Click, 2009). 71% of Boomers say they will still buy in stores MICROSITE after getting information from the web (Bazaar Voice, Talking to Strangers, 2012). Eighty-four percent of Millennials report Over half (51%) of Americans trust UGC more than other that UGC on company websites has at information on a company website (16%) or news articles about least some influence on what they buy the company (14%) when looking for information about a UGC VIDEO (Bazaar Voice, Talking to Strangers, brand, product, or service (Bazaar Voice, Talking to Strangers, 2012). 2012).
  43. 43. TACTICS + SEGMENTS TACTIC MILLENNIALS GEN X BABY BOOMERS 38% of Millennials are driven to choose a 74% of male U.S. smartphone users have downloaded mobile IN-STORE brand based on signs or displays in store apps (2010, eMarketer.com) (AdAge “How Millennials Are Spending AUGMENTED Their Precious Dollars on CPGs,” 2012). REALITY Millennials are 262% more likely to be 49% of men own a smartphone (Pew Internet, influenced by smartphone apps than the February 2012), an increase of 10% from May general population (AdAge “How 2011 MOBILE APP Millennials Are Spending Their Precious Dollars on CPGs,” 2012). 60% of mobile internet users multitasked 30% of Gen X men play video games (Mintel, Marketing to Gen XBOX while watching sports (Sports Fans X – US, 2011) Online, eMarketer.com, 2011) SMARTGLASS
  44. 44. SEGMENTATION More millennials than non-millennials described themselves as adventurous (69%) and expressedMILLENNIALS ADVENTUROUS a desire to be considered a “done-it-all” (46%) (Barkley Millennials Study, 2011). Effectively using nostalgia in advertising can be a challenge (Advertising Age, 2010), but it may help a GEN X NOSTALGIC brand stand out in the mind of Gen Xers (Mintel Marketing to Gen X, 2011). Boomers have been noted as being concerned BOOMERS YOUTHFULNESS with staying youthful and active (Mintel Lifestyles of Baby Boomers, 2011).

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