Garrick Hamm Creative Partner

ABOUT

Internal Combustion Engine (ICE) vehicles are being phased out as the world of mobility is accelerating into an electric future. To further advance the adoption of e-vehicles, they will need to go further, charge faster and last longer.

Castrol, the global engine oil brand leader, needs to reinvent itself from a traditional oil business to one that's driving the electric vehicle revolution. They asked WMH&I to create the strategic positioning, name, and identity for Castrol's new range of advanced products specifically engineered for electric vehicles.

To position Castrol as pioneers in e-mobility, WMH&I created a brand that was forward thinking, bright and futuristic. The agency defined the brand’s proposition as "Switch On an Electric Future" and devised ‘ON’ as the brand name. The identity uses the familiar digital toggle button – swiping from left/off to right/on. In its activated state, it energises illuminated graphics, while the energy lines communicate progress.

As Castrol is not yet known as a leader in electric mobility, WMH&I worked extensively with the business to launch Castrol ON as a credible thought leader in this future market through campaigns that showcase them as a partner to electric vehicle manufacturers. The agency amplified their sponsorship with Jaguar Racing Formula E with the "From Race to Road" campaign, demonstrating how the technological advances made on the racetrack translate to progress in mainstream e-vehicles.

The brand has successfully been rolled out across all major global electric vehicle markets through campaign videos, social, print, digital and trade events. It has achieved a huge step change for Castrol, its partners, and customers.

MADEIT CREDITS

  • CastrolClient
Annual 2017 JudgeGraphic Project featured: on 25th July 2022 Contributor:

Garrick Hamm has been a Contributor since 25th November 2015.

Invite x3

CASTROL ON

*
*
*
*
*
*
*
*
*
*

Comments