With motorsports events limited throughout 2021, Castrol needed new ways to tell the story of its technical partnerships with the Jaguar TCS Racing Team.
Strategy, Idea Generation, Communications, Design, Market Consultation, Project Management, Paid Strategy & Execution, Community Management, Measurement As the official EV Fluids supplier to Jaguar TCS Racing, Castrol’s range of advanced EV greases and transmission fluds help the team to deliver electrifying on-track performances to streets around the world by reducing friction, increasing reliability and improving overall performance of the Jaguar I-TYPE 5 Formula E car. But with limited trackside access, how could this collaboration be communicated to fans and business prospects around the world? By repurposing content captured through the season, Castrol created a suite of assets aimed at Jaguar stakeholders and Formula E fans. Different content types were used to drive multiple campaign objectives. An informative, long-form hero video featuring senior Castrol scientists and Jaguar TCS Racing executives raised awareness of the technical partnership to a B2B audience. Multiple short-form cut downs were used to pique the interest of Formula E fans for retargeting purposes. Finally, a bank of branded imagery from the current season was used to drive traffic to a partnership landing page. The campaign performed strongly against KPIs generating thousands of views, engagements and visits to Castrol’s landing page.
CASTROL & JAGUAR RACING
AN ELECTRIC PARTNERSHIP
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