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ENGINE-DRIVEN FREE KICKER CASTROL ICHI-GO

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ClientBP CASTROL
ProductCASTROL EDGE (ENGINE OIL)
EntrantOGILVY ACTION JAPAN Tokyo, JAPAN
Type of EntryUse of Media
CategoryBest Use of Special Events And Stunt/Live Advertising
TitleENGINE-DRIVEN FREE KICKER CASTROL ICHI-GO
Product/ServiceCASTROL EDGE (ENGINE OIL)
Entrant Company:OGILVY ACTION JAPAN Tokyo, JAPAN
Advertising Agency:OGILVY ACTION JAPAN Tokyo, JAPAN
Credits
Name Company Position
Nobuhisa Ishizuka Ogilvy & Mather Japan Planner
Natsuko Shimizu OgilvyOne Japan Producer
Kaori Mochizuki OgilvyOne Japan Art Director
Akihito Abe OgilvyOne Japan Creative Director
Atsushi Hashimoto Yama Designer
Kazuki Nakata Yama Flash Developer
Tadakazu Oda FISH GROVE Programmer
Shojiro Nakaoka Bitztream Sound Designer
Satoko Takada Ogilvy & Mather Japan Copywriter
Genjiro Wakayama Ogilvy Action Japan Account Manager
Kogoro Kurata Castrol Ichi-GO Creator and Constructor
Yusuke Kitani Kaibutsu Construction Project Manager
Takako Narumi Zeal Associate Corporation Event Operation
Kentaro Tsubouchi Sunny Side Up inc. PR
Chika Tsukamoto Sunny Side Up inc. PR
Satoshi Shinjin catchball Inc. Online Promotion

Results and Effectiveness:

The project was covered in over 150 Japanese media, and the media effect in Japan alone was worth 500 million yen. Google had 8 million hits. The news spread to 80 countries, and received enormous media coverage around the world. We received many offers from national / foreign TV, professional football matches, special events for football supporters and exhibitions at the Toyota showroom. Castrol Ichi-GO also achieved a Guinness World Record, for “The Fastest Football Kick by a Machine” at 225km/hr. The development process and this achievement succeeded in communicating our message “Castrol’s engine oil delivers “Best Performance.”

Creative Execution:

Since our creative strategy was to drive buzz around the world's fastest free kick machine driven by engine, we created attention from the phase of architecture up to its performance to earn continuous exposure. As development commenced in August 2009, we started sharing the production process on the project website real time. We also utilized social media to share the thrill of developing what was still unguaranteed. At the start and middle of development, we released press releases to draw attention from the media on top of general buzz. Upon completion, we released another press release and held a public showing event for journalists, bloggers and general guests which resulted in huge media exposure. During the performance phase, media exposure led to offers from television stations and professional soccer teams for appearance. We demonstrate performance and drive exposure to a huge audience without buying any media or hosting any events.

Insights, Strategy and the Idea:

Castrol is the leading brand in engine oil who became the official sponsor of the 2010 FIFA World Cup. We took advantage of this opportunity to boost brand awareness since it is low in Japan. The client brief was to drive as many people possible to be in touch with Castrol. Football in Japan hit the peak of popularity at the time of co-hosting the World Cup with South Korea in 2002. Popularity declined since and is stagnant after 2008. There was no media budget. There was a risk that we would be in the clutter of other World Cup-related campaigns. Our biggest challenge was the disconnection between engine oil and football. To drive direct association, we planned to develop the world’s fastest free-kick machine driven by engine. It was the dream machine incorporating robots, scientific technology and humor, matching the preferences of our target; car owners in their 30’s-40’s.