Castrol, the world’s leading premium lubricant specialists and official sponsor of the 2014 FIFA World Cup™, embarked on an interactive journey to bring to life the biggest international sporting event in Malaysia. Known to football fans as ‘Riuh 2 Rio’, Castrol’s campaign activities around FIFA World Cup™ saw more than RM1 million worth of prizes given out to reward football fanatics!
Castrol also hosted a Brazilian-themed event called ‘Rio in Asia’ in Thailand. Castrol hosted over 600 customers from 19 countries in Phuket, Thailand, to give Castrol fans from across Asia an experience of the Castrol technology in experience through the Brand Experience centre which showcased the company’s power brands – Castrol EDGE, Castrol MAGNATEC, Castrol Power1 and Castrol VECTON. The football experience centre enabled customers to get a taste of Brazil and see a live match viewing besides participating in football games and activities.
Castrol offered this exciting ‘Rio in Asia’ experience to 65 lucky Malaysians, who had the opportunity to watch the live screening of the opening match of the 2014 FIFA World Cup™ – Brazil vs. Croatia. The guests went through a series of presentations on evolving automotive engine technology and exciting demonstrations of Castrol’s pioneering lubricant technology. This was followed by an interactive session with special guest Pierluigi Collina, where he shared his insights and knowledge of football, based on his experiences as one of the world’s top referees.
Commenting on the Castrol Riuh 2 Rio campaign, Mark Ng, Marketing Director of Malaysia, Singapore & Philippines at BP Castrol Lubricants (M) Sdn Bhd, said, “We were delighted to be able to add to the 2014 FIFA World Cup™ excitement by engaging and rewarding Castrol fans, trade partners and employees as well as football enthusiasts nationwide. We have always believed in connecting with people through what they are passionate about and football is one passion that unites the masses regardless of borders or cultures.”
Castrol also collaborated with Astro Gempak for the hugely popular ‘Astro Planet Gempak Olabola’ to give Malaysian bikers a taste of the beautiful game. Presented by Castrol Activ’s Actibonds, this event was attended by over 100,000 visitors and engaged more than 3,000 bikers. During the event, Castrol rewarded bikers with their favorite motoring gadgets such as full-faced motorcycle helmets and leather jackets. Castrol also provided bikers with an instant oil change service at the event.
Towards the much-awaited final match of FIFA World Cup™, Castrol offered six trade partners a once-in-a-lifetime opportunity to watch the final match of 2014 World Cup FIFA™ in Rio, Brazil! All partners enjoyed an exclusive ‘money can’t buy experience with Castrol guests who had gathered from across the globe.
Brazilian superstar, Neymar Jr, was appointed as Castrol’s ambassador for the FIFA World Cup™ season. This partnership brought the Brazilian football star and global rally icon, Ken Block, to showcase their individual brilliance in a perfect blend of football and rally-driving – going head-to-head in a game of Footkhana. Footkhana, a ground-breaking showdown of football vs rally-driving skills, pushes the boundaries of both sports, as shown in five minutes action-packed video. The video featured Neymar Jr and his team of world-class freestyle footballers battling Ken Block in his rally car – powered by Castrol EDGE boosted with TITANIUM FST™– to score goals. The video, which received over 15 million views globally, the highest in Castrol’s history.
Last but not least, Castrol’s Riuh 2 Rio FIFA World Cup™ engagement also featured a locally-made video titled ‘Meet The Footballnatics’ to excite and engage local football fans. This video depicts six types of Malaysian football fans, or ‘footballnatics’, inspired by the names of famous football personalities and real-life representations of football fans in Malaysia. In conjunction with the 2014 FIFA World Cup™ season, consumers also stand a chance to win an exclusive jersey signed by Castrol’s football Brand Ambassador Neymar Jr. To participate, log on to Castrol Facebook ‘Meet The Footballnatics’ and share the video on your social networks from now until 31st August 2014! Terms and conditions apply.
For more information on Castrol’s Riuh 2 Rio FIFA World Cup™ activities, please visit www.facebook.com/castrolmalaysia.