Case Study: Castrol India’s cricket campaign with Yahoo! India

Castrol India launched a campaign on Yahoo! Cricket to popularize its product Castrol Index in young Indian cricket followers during the ICC World Cup 2010. Exchange4media looks at the concept behind the campaign and its results.

e4m by Shubhi Tandon
Updated: Aug 18, 2011 10:29 AM
Case Study: Castrol India’s cricket campaign with Yahoo! India

Marketer: Castrol India
Brand: Castrol Index

Campaign Background
Castrol makes engine oils that enable vehicle owners get the best performance out of their vehicles – car / bike / truck. After enrolling as a sponsor of the ICC Cricket World Cup 2011, the brand wanted to build an association with “performance” and Cricket, Castrol had built a website- and the Castrol Index, an algorithm that analyzed cricket performances. However only a few fanatics were aware of the Castrol Index.

Campaign Brief
It was time to popularise the Castrol Index among the millions of young cricket followers who were first time owners of new bikes / cars. Castrol’s TG consumed cricket content on Yahoo! Cricket – one of the popular cricket website for under-30s in India.

Campaign Execution
The aim of the campaign was to integrate the Castrol Index and Castrol Expert content within relevant sections of the Yahoo! Website.

Campaign Highlight
On Live Scores during match hours
Castrol Insights were integrated into ball-by-ball commentary
Premium inventory displayed Live Match Index.
Both helped user understand match performances beyond the score, using the Castrol Index.

Campaign Results
Over 337 million impressions of integration elements delivered
Additionally 233 million banner inventory delivered.
Each of the 15.1 million Unique Users who visited Yahoo! Cricket through the World Cup viewed Castrol’s integration / banners an average of 22 times.
Nielsen Effectiveness study saw a lift in the awareness of the Castrol Index as a result of the World Cup campaign on Yahoo! Cricket.

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