The campaign is the first of its kind for the company’s B2B division and is targeted at BP and Castrol customers in its Aviation, Industrial, Marine and Energy (AIME) sectors. It is also the company’s first sponsorship-based B2B campaign and first use of social media tools in its B2B marketing.
The company will use its ‘more than just oil’ theme, to communicate business performance and product benefits, in the context of football and exploited through a dedicated online presence, PR and special events. Special football-themed customer events will be arranged at B2B trade shows and conferences around the world, with key football figures and brand ambassadors including Ronaldo, Marcel Desailly and Arsenal manager Arsène Wenger.
“The B2B sector is a huge, global market for the BP Group and using sponsorship with this audience is a first for us,” said Paul Lowther, Castrol’s global marketing communications manager. “Our aim is to use the opportunity of the World Cup to reinforce BP and Castrol B2B brands, building brand awareness and understanding of our expertise in our key B2B sectors, in a fun and engaging way.”
Castrol has retained its design consultants oakwood media group to handle all creative and digital work, and appointed Torque PR to provide media relations, content generation and event management.
