Castrol EDGE sends the “Strongest” to watch UEFA EURO 2012™ live in Poland
Castrol kicks off road to UEFA EURO 2012™ with Castrol EDGE ‘Experience the Strongest’ prize giving finale event
Kuala Lumpur, 16 December 2011 – Castrol, the world’s leading premium lubricant specialist, recently wrapped their ‘Hunt for the Strongest’ challenge to complete their ‘Experience the Strongest’ campaign.
The ‘Experience the Strongest’ consumer campaign rolled out in early October 2011 through an innovative multi-platform campaign designed to inspire confidence in Malaysians to find their own strength and be the strongest they can be. The campaign was inspired by the new and improved Castrol EDGE, now engineered with Titanium Fluid Strength TechnologyTM, making it the strongest and most advanced performance oil yet from Castrol.
Mark Ng, Marketing Director for Castrol Malaysia and Singapore, said “We created the ‘Experience the Strongest’ campaign to find confident Malaysians taking on the challenge to be the strongest and to have the strength to perform and excel under any pressure. It was a campaign designed to inspire Malaysians the confidence to find their own strength and be the best and strongest in whatever they do, no matter how demanding or grueling the conditions are. Just like Castrol’s drive for perfection to develop the new Castrol EDGE with Titanium Fluid Strength TechnologyTM, our strongest and most advanced performance oil yet.”
The key to Castrol EDGE’s strength is the new Titanium Fluid Strength TechnologyTM. It is designed to continuously respond and adapt to your engine’s every need even under the severest possible pressures. Tailor-made to the specific requirements of a range of engines, the new Fluid Strength TechnologyTM is designed to constantly adapt to your engine’s needs – minimizing metal-to-metal contact and maximizing engine performance so it always excel no matter how grueling and extreme the conditions are.
Mark added, “Today’s modern engines operate under higher pressures than ever before and needs an oil that is able to withstand immense pressure of up to 10,000kg per square cm; that’s equivalent to the pressure exerted by two elephants standing atop a stiletto! The new Castrol EDGE engineered with Titanium Fluid Strength TechnologyTM is proven to be up to 40% stronger than a leading competitor* and stronger for up to 35% longer**, and this gives drivers the confidence and freedom to drive how they want, when they want.”
The exciting and interactive campaign consisted of two stages. The first stage, aptly named the ‘Strength to Unlock’, was a contest based on strength in numbers. Winning groups won prizes such as fitness centre memberships, group karaoke vouchers, paintball packages, group dining vouchers and cinema tickets. Unlocking these prizes required a participant to recruit a team of friends on Castrol Malaysia Facebook and have them collectively unlock the prizes.
The second stage of the campaign, the ‘Hunt for the Strongest’ mobile game, featured a first of its kind Augmented Reality experience for consumers to use their smartphones in an innovative and unique hunt. The location-based Augmented Reality mobile multiplayer application designed to test the mental and physical strength of the contestants and turned cities in Malaysia into a living virtual board game. The Augmented Reality hunt experience saw contestants finding, tracking, running, chasing and collecting the scattered ‘Titanium Fluid Strength TechnologyTM elements’- to win more than 100 fantastic prizes at stake.
Mr. Ng Kok Hiong, 40 years old, a manager of a timber company proves to be the “Strongest” and deservingly won the grand prize of being whisked away to an all-expense paid trip to Poland to watch the UEFA EURO 2012TM live in June 2012. An ecstatic Mr. Ng said, “I’m thrilled to be able to experience the prestigious UEFA EURO 2012TM live in Poland as I’ve only ever watch it on TV. Castrol EDGE has truly made a lifelong dream come true. My favourite team is Spain and I hope they will win. I can’t wait to watch the best European teams strut their skills in UEFA EURO 2012TM live. This is defintely going to be the experience of my lifetime”.
Mark continues “The “Experience the Strongest” campaign to launch the new Castrol EDGE engineered Titanium Fluid Strength TechnologyTM was met with fantastic response with over 35,000 new Castrol Malaysia Facebook fans added in a period of 7 weeks and over 10,000 plays. As the official sponsor of UEFA EURO 2012TM, it befits our association with this prestigious tournament to reward the deserving grand prize winner of “Experience the Strongest” campaign with the ultimate prize to experience the red carpet Castrol hospitality to watch UEFA EURO 2012TM live in Poland.
This will mark the beginning of Castrol’s journey towards the UEFA EURO 2012TM and the continuation of Castrol’s association with football, its biggest sponsorship in its 112 years history since its foray into major football sponsorship back in UEFA EURO 2008TM. Castrol will continue to bring its expertise and passion to football by providing something innovative and engaging for football fans, designed to give fans deeper, more insightfull ways of analyzing football performances than ever before. So look out for more exciting activities coming your way in the coming months.”
Apart from the all-expense paid trip to UEFA EURO 2012TM, over 100 prizes were up for grabs including a Sony Bravia 40” LED TV with Blu-ray DiscTM Home Theatre System, iPad 2, Microsoft Xbox Kinect, Macbook Air laptop, iPod Nano, shopping vouchers and the new Castrol EDGE with Titanium Fluid Strength TechnologyTM.
For more information on Castrol EDGE, Castrol brand and their on-going activities, please visit
www.castroledge.com.my, www.castrol.com/my or www.facebook.com/castrolmalaysia.
*In a test of the oil’s strength across a variety of engine speeds, the Castrol EDGE range average metal to metal contact is 40% lower than a leading competitor.
**We asked a third party laboratory to test the Castrol EDGE range using our Maximum Endurance Test and on this test Castrol EDGE was proven to be on average 35% stronger for longer compared to a competitor brand from another major lubricant supplier.
Castrol’s commercial success is underpinned by their ability to deliver improved performance through the application of analysis, technology and innovation. This has helped Castrol deliver superior performing lubricants for over 100 years including brands such as Castrol EDGE. Castrol believes that by applying the same expertise to football that they do in the development of their oils, they can enhance the fans’ experience and bring a new and intriguing point of view to UEFA EURO 2012™.