TVC / EXPERIENTIAL / APP / SPONSORSHIP

Client: Castrol | Agency: Ogilvy & Mather Singapore | Role: Senior Copywriter | 2013

BRIEF

Like the word Magnatec hints at, this oil actually clings like a magnet, helping protect your engine. People weren't aware of this benefit however, so I had to create a fully integrated campaign throughout Australian and Asian markets.

IDEA

To demonstrate how Magnatec clings like nothing else can, I had the idea to turn an engine into a mechanical rodeo  and challenge an expert at clinging - a rodeo champion - to hang on! And of course, we'd let the public try it too...

EXPERIENTIAL ENGINE RODEO IN MALLS 

To make an impact in the public square, we then took the rodeo engine into malls in Asia and gave shoppers the chance to experience it themselves.

IPAD APP  

To let people try the Engine Rodeo digitally, an ipad app was created. It utilized the accelerometer so when you tilted the tablet, you cling on the Engine Rodeo!

POS DISPLAYS  

Point of sale displays were created, allowing us to use this marketing theatre to sell more of the clingy engine oil.

AUSTRALIAN RODEO SPONSORSHIP 

As Australia has popular rodeo events, we decided to partner with them. What better place to get across that Magnatec clings on than during a real rodeo?! 

POSTER