The Brand Objective 

The Philippines is home to over 15.5 million mobile gamers, majority of whom prefer gaming on their smartphones. Banking on this trend, Castrol aimed to drive consideration and strengthen brand recall and purchase intent for their product 'Castrol POWER1' aimed at the Gen Y and Millennials. The brand intended to leverage blended in-game advertising to reach out to gamers through the most engaging ad format. Additionally, the brand wanted to ascertain the impact of the in-game campaign through a highly accurate brand lift study.

Hence, the brand needed a technology partner to scale the in-game campaign to the ardent Filipino gamers and measure the campaign impact through advanced consumer intelligence.

The Solution  

Castrol partnered with Xaxis and InMobi to engage the Filipino gamers with an immersive in-game experience and measure the overall impact of mobile in driving brand consideration and purchase intent.

1) Engaging Gamers with a Blended In-Game Experience: Reaching out to Filipinos aged between 18 to 44 years, Castrol designed an innovative, exciting, blended in-game creative experience to engage the gaming audiences in the Philippines. The technology delivered an unintrusive user experience for the user while great exposure for the brand.

2) Measuring impact with a Brand Lift Survey: To measure the impact, Castrol leveraged InMobi Pulse and launched a brand lift survey. The survey measured brand consideration, spontaneous and top-of-the-mind ad recall levels, and purchase intent upon seeing the ad. Measuring the pre- against the post-campaign data, Castrol successfully ascertained the lift in top- and middle-of-the-funnel metrics. Furthermore, the brand lift survey provided key insights into the target audience demographics that actively recalled the brand and showcased higher intent to purchase.