Castrol

Castrol

Accelerating the EVolution

Summary

Accelerating the EVolution positioned Castrol as a global e-mobility thought leader, revealing the tipping points that would supercharge mainstream electric vehicle adoption.

Castrol: Accelerating the EVolution

Strategy

Castrol, a high-performance lubricant brand with a 120-year heritage, worked with Man Bites Dog to create a bold thought leadership platform that would enable the company to position itself as supporting a rapidly evolving electric vehicle (EV) industry..

Castrol’s innovative new e-fluid offering, Castrol ON, helps bring the automotive industry closer to achieving the key tipping points for mainstream electric vehicle (EV) adoption by helping them go further¹, charge faster² and last longer³ *.

Man Bites Dog identified an opportunity for Castrol to answer key questions about the goal of mainstream EV adoption. How far off is mainstream EV adoption, what are the barriers to realising this future faster, and what is the “size of the prize” if these barriers can be overcome?

Campaign

Accelerating the EVolution combined quantitative and qualitative opinion research among 10,000 consumers, fleet managers and industry professionals across eight markets to identify the three tipping points that would trigger mainstream electric vehicle adoption:

  • A price point of $36,000
  • A range of 469km
  • A rapid charge time of 31 minutes

Man Bites Dog’s proprietary economic model then revealed a $376 billion per annum automotive market opportunity by 2025 if these three tipping points can be met, providing Castrol with quantitative and research backed data to spark conversations with automotive executives. 

The report was promoted with a digital-first campaign, which included a programme of virtual events, webinars and social media content. This was supported by media toolkits and a business development toolkit for Castrol’s executives, including global and market infographics. 

Impact

Launched from Castrol’s UK-based global HQ, the campaign to date has achieved 420 pieces of media coverage across the globe, with top-tier hits in the key European automotive markets of UK, France, Spain and Germany. The campaign also achieved extensive coverage in key markets outside the EMEA region, including Turkey, Australia, the US, China and India. Following activation, we saw an estimated 9.42 million coverage views and 4,240 social shares.

The campaign has acted as a catalyst for conversions with existing and new clients alike. 

Quote

“Accelerating the EVolution has enabled us to plant a powerful stake in the ground for e-fluids just when the automotive industry is transitioning. It has had a truly global impact, creating opportunities for conversations with potential sponsors, OEMs, suppliers and retailers, and positioning our brand as an important voice on the road to mainstream electric vehicle adoption”.

Phil Neck, Global Marketing Lead – Castrol e-Fluids

To view the report, please click here:

 

 

 

 

 

¹ vs mass market EV factory fill fluid 

² vs indirect cooled battery system

³ vs standard EV-transmission fluid

*Castrol e-Fluids benefits demonstrated in bespoke testing and development