Micro marketing campaign

Micro Marketing Campaign for Castrol.

Client Name

Castrol

Website

www.castrol.com

Services

Global lubricants company, Castrol, chose Pure to develop and execute a micro marketing campaign to help raise awareness of the brand and boost sales across a new customer branch network. The objective of the campaign was to build strong relationships with the various branches, raise awareness of Castrol and its products.

Pure appointed two brand ambassadors as ‘Castrol Champions’ and equipped them with the right tools and training to visit the new customer branch network. This was combined with an internal promotions campaign that encouraged the network to push sales of Castrol to garages.

What’s the big idea?

The promotional campaign was a two-pronged approach to create a push-pull effect by offering incentives for various roles within the network, as well as instant win prizes for garages when buying Castrol.

With each purchase, garages received a scratch card with a code and link to a microsite that was designed and built by Pure. Garages would simply enter the code to find out what they had won. Instant win prizes included vouchers for Just Eat, Costa and Greggs, with every scratch card a winner.

There were different levels of prizes for the branch network, which offered rewards for the top performing branches, sales advisors and branch managers, including Paul Swift driving experiences, karting for the whole branch and the Renault F1 driving experience.

Castrol Champions.

The Castrol Champions were instrumental in helping to promote the campaign directly to the branches and garages.

From recruiting and managing the Castrol Champions and developing all assets for the promotions to organising the prizes and attending events, Pure completely managed the entire micro marketing campaign.

The campaign has been a big hit with the network with both staff and garages engaging with the brand. It has also created a solid foundation to build on for the next promotional campaign.

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Pure were able to take our brief and create an identity and website that exceeded our expectations. The Group now has a presence that backs up the quality of the work we do and the expertise of the people within the business. We have more projects on the horizon in the coming months and will happily work with Pure again.

Tina Jessop, Head of Brand and Communications at STRI Group

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Pure have worked with us on a couple of projects and we've found the team to be extremely capable and easy to work with. We thoroughly enjoyed the process and the outcome has been really well received. We very much hope to work with them again in the near future.

Claire Raynor, Marketing Director at Mamas & Papas

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Pure really spent time understanding our target audience and what we were trying to achieve and that shows in the end product. They were easy to work with and made the whole process smooth. We’re overjoyed with the results

Alan Town, CEO at Knightsbridge Furniture

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We have continued to work with Pure for a number of years now because they have the ability to correctly interpret the brief, then realise that brief through great set design. Their attention to detail regards lighting, mood and styling is on point. They are flexible and accommodating to work which really helps when deadlines are tight’

Zoe Milnes, Exhibitions & Events Manager, Camira

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After Pure’s great work on our other brands, Michelin and Energizer, it was already obvious that it was the agency we needed to help us launch the new Lynx car fresheners. Pure’s ability to offer a host of services, as an integrated consultancy, meant that it had the capabilities to service our requirements. We look forward to continuing to work with the Pure team moving forward after our launch of the car fresheners and on our other brands.

Alice Staker, Marketing Manager at Custom Accessories Europe

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Our membership concept is brand new for the equestrian market, we wanted to partner with an agency who would bring our idea to life, with strong brand, photographic and creative skills. We have been delighted with the results.

Liz Hopper, managing director of Harry Hall

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Pure has an established and excellent reputation as an agency, and in particular working within the automotive sector. We were impressed with Pure’s experience of developing strategic incentive campaigns that have proven and tangible results.

Henry Bisson, marketing manager at Ring Automotive

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The scheme developed by Pure is an exciting way to open up new doors for us. Working closely with the team at Pure we hope to bolster our brand to a wider audience, whilst also helping other mobility businesses within the industry.