THE TASK: To create a website that will represent the brand Castrol Power1 on the net, and help in increasing the awareness of the brand among the right target audience. The website will also act as an aggregator of user-‐ generated content from Facebook, TwiCer, YouTube and other media.
THE INSIGHT: Power 1 target audience is moving towards digital & social medium strongly. An average biker today likes to be a part of facebook community and share his life there.
THE OBJECTIVES: To engage the target audience on his chosen plaOorm & create a posiPve brand inﬂuence. The website will not only serve as a plaOorm for users to know more about our brand and bond over their shared passion of biking, it also serves as an aggregator that will archive all the selected user generated content from social networking sites. To host the biking speciﬁc arPcles that will be provided exclusively to Castrol by the content partner xBhp.
THE TONE OF COMMUNICATION: The website should make the brand Power1 synonymous with power and performance The tone should be keeping in with the theme of • Passionate biking • ExperPse in biking • Power and performance • Legacy of Castrol in Motorsports
THE APPROACH Create & Maintain a balance between ‘ME’ & ‘WE’ Allow the audience to express their INDIVIDUALITY Within the context of the COMMUNITY
THE APPROACH Create & Maintain a balance between ‘ME’ & ‘WE’ The youth wants to build their own Young people have started to INDEPENDENT IMAGE & make realize the sheer power of UNITY purchases based on their INDIVIDUAL JUDGEMENT rather than They are now COLLABORATING blindly following ‘trendseCers’. with LIKE-‐MINDED individuals in order to combine their strengths Each wants to have his/her UNIQUE with the aim to achieving style and be known by the choices sustainable success faster they make. Quoted from: MTV connect with Young India
OBJECTIVES OF THE ‘PLATFORM’ Build a community > powered by the Brand Create a ‘context’ > to build awareness of the product facilitate an ‘open forum’ > Encourage sampling & reviews Let the people be the judge > Rather than push claims ‘MarkePng with the Youth’ > not ‘MarkePng to the Youth’ PARTICIPANTS become BRAND AMBASSADORS The community creates & builds the… MESSAGE CREDIBILITY Word Of Mouth
CONTENT STRATEGY There are 2 segments of consumers that we need the website to appeal to: • Tie-‐in with inﬂuencers and bonding with Power1 • Increase in awareness of the brand amongst biking fraternity as a whole Thus, our strategy is two-‐pronged: • We need a plaOorm that appeals with the experienced biker through publishing of focused content and hosPng of contests/ applicaPons that interest, involve and graPfy expert bikers. • The website should also be able to include the general biking junta through an aCracPve interface and by involving them in interacPve conversaPons, documentaPon of travelogues and light applicaPons.
The Macho Bikes Extreme Riding CondiPons (Eg. Leh) Toughest Driving Routes Bike ModiﬁcaPon The specialists: directory of niche bike services Riding Challenges (Online Games) Power 1 uses is "Accelerate the Storm". User can parPcipate in a racing game with diﬀerent levels of thunder-‐storm. The acceleraPon for the bike is provided by Castrol Power 1 which he can use as a booster.
Core product i.e. "Power 1". Bike Reviews: content from xBhp Bikers Stories How performance has evolved Riding and Other Tips India Map with pictures of bikers at various locaPons Bike Maintenance: how-‐tos, Pps, video guides
Biking Apps Share your Experience Clubs & CommuniPes: Bikes, Rides, CiPes Biking Gear, Accessories Helmet designs & Decals Music for the Road