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.

1. PROTEGE

2. MEET THE TEAM
GABBI HEATHER JORDAN
HEDAN ALYSSIA DOM

3. AGENDA
I. THE BRIEF
II. INSIGHTS & STRATEGY
III. THE BIG IDEA
IV. CREATIVE EXPRESSIONS
V. LAUNCH PLAN, SUCCESS METRICS & BUDGET

4. THE BRIEF

5. WHAT YOU’VE ASKED US
develop a digitally-focused integrated
marketing campaign for Castrol EDGE
x2 +2
brand share points “strength” and
familiarity in NA “performance”

6. become the #1 selling
synthetic motor oil
by 2015

7. EMOTIONAL
ENGINE ENGINE
PROTECTION PERFORMANCE
RATIONAL

8. EMOTIONAL
ENGINE ENGINE
PROTECTION PERFORMANCE
RATIONAL

9. For
everyone
here
at
Castrol,
oil
is
more
INSIGHTS & STRATEGY
than
just
oil.

10. WHERE WE LOOKED
PRIMARY RESEARCH
ONE-ON-ONE INTERVIEWS
COLD CALLING spoke to auto repair technicians
ONLINE SURVEY and oil change associates
SECONDARY RESEARCH in 35 states
PROPRIETARY RESOURCES
(MINTEL, WARC, ETC.)

11. THE EXPERIENCER
COMPETITIVE
ADVENTUROUS
PASSIONATE
MALE 18-54

12. OUR STRATEGIC PROCESS
SPARK
ARM
ENGAGE

13. 74% +
20 +
32
of target was hours spent in hours spent online
unable to identify their car per week
per month
Castrol EDGE as a
synthetic 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. RAISE REACH
AWARENESS THEM WHERE
THEY ARE
SPARK interest in Castrol EDGE by bringing
the brand to the consumer

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. KEEP IT
INFORM
SIMPLE
ARM our target with an understanding of the effects
Castrol EDGE has on their driving experience

17. “A typical
“I have never “I don’t know football Sunday
thought about [how to describe
which 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. FOSTER PLAY UP
CONNECTION
WITH THE THEIR
BRAND PASSION
ENGAGE consumers with the brand
through their passion points

19. OUR STRATEGIC PROCESS
SPARK
ARM
ENGAGE

20. OUR APPROACH
We will connect with our
target through a celebration
of our shared passion – the drive.

21. THE BIG
IDEA
oil.

22. Castrol EDGE arepresentsmore
tultimate
For
everyone
here
t
Castrol,
oil
is
the han
just
oil.
achievement in Liquid Engineering...

23. Oil is a necessity.

24. For
everyone
here
at
Castrol,
oil
is
more
than
This is about something bigger.
just
oil.

26. LONG LIVE LONG LIVE
STRENGTH PERFORMANCE
LONG LIVE THE DRIVE

27. For
everyone
here
at
Castrol,
oil
is
more
CREATIVE EXPRESSIONS
than
just
oil.

31. SPARK
ARM
ENGAGE

34. SHARE YOUR DRIVE TO GAME DAY
ENTER TO WIN TICKETS TO THE SUPER BOWL
WATCH NFL PLAYERS ON THEIR
DRIVE TO GAME DAY

39. SPARK
ARM
ENGAGE

42. SPARK
ARM
ENGAGE

44. SPARK ARM ENGAGE
BILLBOARDS
CAMPAIGN MICROSITE
ONLINE ADS
IN-STORE AR
MOBILE APP
XBOX SMARTGLASS XBOX SMARTGLASS

45. LAUNCH PLAN, SUCCESS METRICS & BUDGET

46. LAUNCH PLAN
|------2012---------|-------------------2013-------------------------|-----------------2014------------------------|---2015-----|
NFL KICKOFF SUPER BOWL DRAFT CAMP SUPER BOWL DRAFT CAMP SUPER BOWL
MONTH 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 F
MICROSITE
OOH
BANNER
MOBILE APP
SMARTGLASS
SOCIAL MEDIA
SEO
PR/INFLUENCER

47. 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

48. 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

49. FINANCES

50. REVISITING OUR GOALS
x2 +2 #1
brand share points “strength” and
familiarity in NA “performance” synthetic
brand by
2015

51. LONG LIVE LONG LIVE
STRENGTH PERFORMANCE
LONG LIVE THE DRIVE

52. THANK
YOU
.

53. APPENDIX
.

54. BUDGET

55. 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).

56. 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

57. SEGMENTATION
More millennials than non-millennials described
themselves as adventurous (69%) and expressed
MILLENNIALS 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).