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The cards were given to customers whenever they purchased one of Castrol’s popular Check-It Kits, self-contained packs that contain everything a motorist needs for a comprehensive oil check and top-up.
The promotion represented a double pronged engagement strategy for Castrol, allowing the lubricant manufacturer to engage distributors, providing the tools and systems for a campaign that allowed them to engage their own end customers with a highly relevant offer.
The second facet allowed Castrol to engage the service staff responsible for selling the Check-It Kits. Each scratch card included a tear-off stub that gave the service operative a chance to win their own Plasma TV and instant-win online shopping voucher.
There are significant logistical and organisational challenges around arranging a promotion of this nature, across 300 different outlets, each with their own requirements, and in adherence to strict FIFA guidelines; but our specialist in-house team has been on the case since before Christmas to ensure smooth delivery.
The promotion has seen a massive spike in the distribution of Check-It Kits. And a couple from Newport, long-term customers of a Skoda garage there, are now on their way to Rio.