CLIENT
BP Castrol
Jayakumar Natarajan, Marketing Director
Aster DM Healthcare
AGENCY
Nick Walsh, Chief Executive Officer
Hemal Soni, Account Lead
Rola Al Badran, Account Director
Reem Sabbagh, Account Executive
Fabio Medeiros, Head of Strategy
Leila Katrib, Executive Creative Director
Miguel Bemfica, Chief Creative Officer
Abdo Borgi, Associate Creative Director
Ziad El Kurdi, Copywriter
Zubair Tahir, Motion Designer
Ginny Jackson, Communications Director
Bilal Rachman, Senior Strategist
Mass Marketing & Advertising FZ LLC
Event Images
Mindshare MENA
SUMMARY
The brand mechanics champions & recommends undeniably impacts Castrol’s bottom line. As a result, engine oil brands continue to seek ways to strengthen brand-mechanic relationships.
"Castrol Cares" innovated beyond category norms of rewarding hardworking mechanics with meager and meaningless gifts. By prioritizing empathy, Castrol placed mechanics first, providing them with the invaluable reward of on-going healthcare in exchange for their loyalty and expertise. This win-win initiative, brought long-term positive impact to mechanics lives whilst also inspiring them to help the brand over-achieve its commercial and advocacy targets.
