The new ‘Castrol EDGE Recommended by Experts’ marketing campaign is offering participating independent workshops the opportunity to win free promotional assets to build positive awareness in their local community and attract new customers.
The winning workshop will be visited by a professional photographer, funded by Castrol, to take photographs showcasing the workshop and its staff. They will also receive five personalised posters, a 3.5-metre indoor banner, and a digital web banner to promote the workshop in conjunction with Castrol EDGE.
The campaign harnesses brand recognition for Castrol EDGE, which is recommended by mechanics, manufacturers, and motorsport teams to unlock the very best performance in engines. Workshops have a major influence on motorists’ choice of lubricants, and that can facilitate the upselling of premium products.
A recent survey conducted by Castrol found that workshops are motorists’ most preferred source of recommendation when it comes to selecting the brand and type of oil they use in their car. Over a quarter of UK motorists polled (26%) stated that their usual workshop has the greatest influence over their choice of oil, followed by recommendation from the manufacturer of their car (18%).
Crucially, over half of motorists survey (53%) said they would like to hear about premium lubricants that can help maximise the performance, efficiency, and overall life of their car’s engine.
The intense pressures inside modern engines cause friction that can waste up to 10% of engine performance. Castrol EDGE uses innovative Fluid TITANIUM Technology™ that can withstand these pressures and reduce friction.
Castrol EDGE with Fluid TITANIUM Technology™ physically transforms its structure – becoming stiffer at points of extreme pressure to keep metal apart and reduce friction. When the pressure subsides, the oil reverts to its free-flowing state. Stronger under pressure, Castrol EDGE with Fluid TITANIUM Technology™ helps reduce performance-robbing friction.
Shailendra Gupte, Marketing Director EMEA at Castrol comments: “This is an opportunity to give back to our Castrol Branded Workshops, helping them take their businesses to a new level. Recent industry research found that mechanics were more inclined to recommend Castrol to customers than any other leading brand, and a third of new cars across the European Union, UK, Switzerland, and Norway leave the factory with Castrol in their engine. We’re helping independent workshops harness that brand recognition to drive their own profiles, boost revenues and increase loyalty.”