TVC / EXPERIENTIAL / APP / SPONSORSHIP
Client: Castrol | Agency: Ogilvy & Mather Singapore | Role: Senior Copywriter | 2013
BRIEF
Like the word Magnatec hints at, this oil actually clings like a magnet, helping protect your engine. People weren't aware of this benefit however, so I had to create a fully integrated campaign throughout Australian and Asian markets.
IDEA
To demonstrate how Magnatec clings like nothing else can, I had the idea to turn an engine into a mechanical rodeo and challenge an expert at clinging - a rodeo champion - to hang on! And of course, we'd let the public try it too...
EXPERIENTIAL ENGINE RODEO IN MALLS
To make an impact in the public square, we then took the rodeo engine into malls in Asia and gave shoppers the chance to experience it themselves.
IPAD APP
To let people try the Engine Rodeo digitally, an ipad app was created. It utilized the accelerometer so when you tilted the tablet, you cling on the Engine Rodeo!
POS DISPLAYS
Point of sale displays were created, allowing us to use this marketing theatre to sell more of the clingy engine oil.
AUSTRALIAN RODEO SPONSORSHIP
As Australia has popular rodeo events, we decided to partner with them. What better place to get across that Magnatec clings on than during a real rodeo?!
POSTER
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