/case studies
Brand strategy: Castrol Magnatec
The need:Castrol Magnetec is a highly successful global brand in the mass prestige segment of passenger car lubricants, sitting between GTX and Edge. Magnatec is sold in a very broad range of markets including Russia, Turkey, Malaysia, South Africa, The UK and Australia.
The need was to address the disparate communications campaigns that had been developed for the brand and the diverse brand messages those campaigns delivered. The requirement was for a singular brand idea, which would form the brief for a brand campaign for the next 5-6 years, launching in 2010.
Our work:Brand Catalyst worked very closely with the Global Brand Management team and the marketing teams across the lead markets. We analysed current consumer segmentation and brand research, audited competitive brand messages and interviewed members of the marketing, insight and agency teams. Using this input we developed a number of potential brand platforms and ran workshop sessions to develop them into brand concepts.
The result: A small number of brand concepts were taken into research and from this a brief was developed, the resulting advertising campaign by Ogilvy & Mather was launched in early 2010.
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