Castrol launched a new grease product called Formula Gel to build its image as a performance leader and capture market share. It conducted a ground sampling activation involving mechanics in 38 cities to introduce Formula Gel and communicate its benefits. The activation involved dramatizing a "breaking news" story about a ball bearing's demise to grab attention, then having the "Formula GelMan" explain how the new grease protects bearings. Mechanics provided positive feedback and signed a petition approving of Castrol after testing Formula Gel. The activation was successful in generating trials and awareness of Formula Gel among mechanics.