Castrol Power1 Tour
BP Castrol
Issue 4 | July 2008
Agency
OgilvyOne worldwide SpA, OgilvyInteractive Srl
Creative Team
Sergio Stenco, Erasmo Ciufo - Art Directors;Laura Brambilla, Francesca Celi - Copywriters;Paola Birolo - Graphic Designer;Mara De Rosa - Web Designer;Andrea Rosso - Webmaster;Donata Brambilla - Software Developer;Sara Rosso - Systems Manager;Paolo Iabichino, Roberta Rossi - Creative Directors
Production Team
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Other Credits
Raffaello Dell’Anna, Federica Rossi - Supervisors
Date
April - October 2007
Background
To launch the Castrol Power1 family of products, BP Castrol is an official sponsor of Swiss team Swiss Performance’s attempt to beat the historic Land Speed Record at the Bonneville Salt Flats in Salt Lake City. Prior to the world record attempt in September, Castrol was also supporting the Swiss team’s two bikers Markus and Ruedi on a 6,000km European tour between April and June to test their motorbikes. The tour was to be supported by advertising, promotional material and local market events, and in particular by multi-country websites to engage bikers across Europe with the event and the Castrol Power1 brand.
Idea
Ogilvy’s solution was to develop a website that allowed people to watch every step of the operation, known as the Castrol Power1 Tour, live online. The tour - via www.castrolpower1tour.com - essentially became the first web reality show on motorcycles. The idea of the site revolves around a travel itinerary during which the drivers talk about mechanical details, highlight the course’s peculiarities, give technical advice on motorcycles, and discuss their experiences each day - like a reality show. It was also possible for users to enter a weekly photo competition to win a trip to Bonneville to watch the Land Speed Record race live, as well as win promotional T-shirts.
As the website acts as the principal medium for coming into contact with consumers, the entire supporting advertising and promotional campaign was aimed at driving people online. During the stops on the Tour, the project was publicised locally and promotional gifts distributed (T-shirts, hats and stickers) to participants to create awareness both of the project and of the Power1 brand.
Results
The site will be live until the end of October, but by June it had already received more than 65,000 visitors and almost a million page visits.
Target Audience
Bikers
Our Thoughts
This campaign doesn’t have any creative fireworks but we admired its thoroughness. Every little part works. Markus and Ruedi’s blog keeps motorcycle nuts up to speed with their road trials of their bikes before they go on to attempt the world speed record at the Bonneville flats in Utah – taking along the competition winners. The perfect marriage of DM and SP.