RC&M India one of the best Experiential Marketing and Rural Marketing Company in India. Castrol the leading engine oil company had re-launched- CRB plus, tractor engine oil, in low sales area. They wanted to reach both the CRB non users- and CRB past users with simple yet interesting idea and give them an experience that leaves a strong brand impact in their mind.

1. Background
Company Castrol India Ltd
Brand Name CRB Plus
Product type/ Description Tractor Engine oil
Category Rural Marketing Program Of the Year
Best Innovative rural marketing initiative
a. Rural initiative conducted in strictly rural areas
(i.e.) in villages between 20000- 100000 population
Title Operation Attack
By
Experiential Marketing

2. Experiential Marketing
Castrol: ‘Operation Attack’
Castrol the leading engine oil company had re-launched- CRB plus, tractor engine oil, in low
sales area. They wanted to reach both the CRB non users- and CRB past users with simple yet
interesting idea and give them an experience that leaves a strong brand impact in their mind.
Brief/Objective
? demonstrate the benefit of CRB Plus (with) Heat proof formula
To
? show how the engine oil lubricates even at 300 deg C protecting the engine
To
?Re-establish CRB plus in a strong competitors market
? dynamically drive home the brand proposition by comparing ordinary oil & CRB Plus.
To
?Trigger consumer conversions from competitors brand to CRB plus
?Motivate retail channels
Target Audience
?Farmers and mechanics
? group- 20- 45 years
Age
?Owns 1- 2 tractors
?Decision maker
? be influenced easily
Can
?Seeks value for money
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3. CONCEPT Experiential Marketing
Strategy for collaterals –
The markets for this promotion
were strong competition markets
with low CRB share.
A hard hitting convincing campaign
named Operation attack was
activated to get conversions
through strong communication of
the product proposition, hence
taking the customer experience the
inside of the engine of a tractor by
making him visually see -
? working of the oil inside
The
the engine through a larger
than life mechanism so as to
demonstrate the benefit of
CRB plus to the TG
? a comparison between an
Do
ordinary oil and CRB plus at
a higher temperature of 300
degree to show the
difference
?Reaching customer through
a movie – Jai Kissan , with a
tone of communication that
would appeal to the
emotions of the lapsed CRB
plus user like a long lost
friend. The movie
encouraged TG to embrace a
friend in the form of CRB
plus who has always
protected his tractor.
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4. CUSTOMISATION Experiential Marketing
Reaching out to customer at their work place-
CRB targeted customers viewing
an aspiring brand movie named
Jai kissan in a closed air
conditioned bus.
Comfortable seating arrangements
n refreshments keep the customer
hooked to the message.
e trials
generat esence a
t
Sale Kiosk to Brand Pr shops
re
ips and ty
dealersh
neration
quiry ge
D ata n en r
at Tracto
L ive Demo u bs
echanic h
m an di n m
Highlighting product features CRB activation with
to customers local mechanics
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5. SCALE
Experiential Marketing
6

6. RESULT Experiential Marketing
1500 shows
in 90 days
65 districts – Top of Mind Awareness of CRB plus
Reached 150000
across India increased by 12.1% viz-a-viz last quarter.
farmers
– Preference share increased of CRB
17,400 liters plus by 3.1% in comparison to last quarter.
of CRB oil sold
during campaign
Brand proposition recall and intention to purchase
– 79% recall the brand proposition correctly. (base 50 TG post campaign feedback)
– 65% CRB non users explicitly expressed their willingness to shift to CRB Plus (base 200
TG) Source : Activation agency
Percentage of growth in D1, D2 & D3 market
D1=High potential, low CRB share
D2=High potential, strong CRB hold
17%
D3=OEM market with M&M tractors
8% 7%
D1 D2 D3
Dealer- Jhansi
This initiative is first
ever in our history.
The footfall and
enquiries have doubled
after the activation
Customer testimonial Dealer testimonial
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