‘Castrol Activ Cling on to Football’ campaign

Leveraging Castrol’s global sponsorship of the 2014 FIFA World Cup™, Castrol India launched the Castrol Activ Cling on to Football campaign to engage with Gen Y & Millennials.
The objective of the campaign was to enhance the football fan’s experience during the tournament. The campaign kicked off with India’s largest football hangout. 

Football fans joined the hangout (www.youtube.com/clingontofootball) and got an opportunity to express their views and participate in discussions with the elite panel Bhaichung Bhutia, Paul Masefield and Gaurav Kapoor along with celebrity superstar Abhishek Bachchan during the first hangout. The second edition of the hangout featured Castrol’s brand ambassador, John Abraham.

The campaign created buzz and football conversations across various social media platforms. Key ‘football’ opinion leaders were identified as ‘Castrol fan ambassadors’ who led these conversations along with conducting several online contests, engaging with fans and gave away exclusive Castrol-FIFA branded merchandise.

Another exciting initiative which Castrol brought to the fans during this tournament was the ‘Castrol Activ Cling on to Kick Off’ – an interactive voice response (IVR) based activity – which ensured the fans don’t miss any of the games by sending reminder SMS messages and giving ‘wake up’ calls.

Castrol became the first brand in Asia to use the Google’s patented Lightbox technology technique to engage with fans. Our fans helped us create history making it Asia’s largest branded hangout.

The campaign ended with a bang, giving the fans a-once-in-lifetime opportunity! Key influencers, Castrol fan ambassadors and lucky winners were invited by football enthusiast and Bollywood star John Abraham to watch the 2014 FIFA World CupTM Semi-Final match – Netherlands v/s Argentina along with him.
The campaign achieved an overall reach of around 50 million and 6 million fan engagement!

To watch our record breaking Hangouts, Click Here – HoA 1 and HoA 2