CLIENT OVERVIEW

Castrol is a global brand of industrial and automotive lubricants offering a wide range of oils, greases and similar products for virtually all domestic, commercial and industrial applications.

OBJECTIVE

To help promote their industrial lubricant division at the AWEA Windpower Conference & Exposition, print advertising within trade publications as well as a video attractor within the booth was needed to align with and build upon their established "The Technology Inside" campaign.

SOLUTION & RESULT

Beginning with pre-show awareness, two full-page print ads were developed and designed with refined messaging. To encourage in-booth attention and inform conference attendees, multiple print and interactive media presentations were combined to create a three minute self-running video.

As a result of brand application expertise and detailed creative execution, the new material met campaign objectives across these defined channels.

RESPONSIBILITIES

Art Direction, Copy Writing and Editing, Design, Production, Project Management, Client Service

FULL-PAGE ADS

Beginning with concept, four copy direction options were provided for Castrol's review. Utilizing native campaign artwork, four hardware options were arranged within the full-page composition, while presenting one complete layout that incorporated copy and imagery.

Utilizing available campaign imagery and brand guidelines, each ad included a QR code and call-to-action that drove prospects and clients to a specific Castrol web page for additional information about Castrol’s full range of product and service offerings.

The first ad promoted Castrol’s wide range of products for machining and performance lubrication, while the second focused on Castrol Industrial lubricants.

LOOPING EDUCATIONAL VIDEO

Combining multiple media presentations, the creative process included storyboard concept and presentation.

From concept to finalization, stock video research, pre- and post-production direction and editing, sound track engineering and replication of the presentation was required for delivery to the team and use at the show and beyond.