Castrol is one of the most iconic brand of engine oil. Its wide appeal goes from everyman to professional racing teams.

However, in Saudi Arabia, a different type driver was yet to build loyalty with Castrol - the truck driver.

And so we started our quest of understanding their needs and how the products can benefit their trucks.

It didn’t take us long to realize that it wasn’t only the trucks that needed our attention.

The data revealed a truly worrying stat.

95% of truck drivers reported to have slept at least once behind the wheel.

On top of that, 750 major truck accidents are reported monthly in Saudi Arabia. Most of these accidents happen between 2am and 6am, predominantly due to truckers falling asleep.

Castrol, the brand that has always taken care of trucks’ performance, decided to look after drivers’ safety and wellness, too.

Being alone is in the nature of working as a trucker. So how do we bring that unusual human interaction element to their trucks?

We took the traditional one-to-one brand ambassador approach to the next level.

We gave these drivers the company they needed, and more, by turning our brand ambassadors into Wellness Hitchhikers.

Looking at our audience data, gave us a glimpse into their lives:

- They are hard to reach and have limited access to internet.

- Their livelihood revolves around their vehicles.

- They’re often very lonely - spending 9 hours per day on the road, alone.

- And they’re more focused on getting to their destination than getting there safe and sound – because their engine running is their money maker.

However, these have implications. They come with some staggering numbers.

Every month, there are over 700 major truck accidents. (Source: Saudi Ministry of Transport - The Public Transport Authority)

Mainly between 2am-6am.

So how could we ensure that they made it safe and sound to their destination – without standing in the way of their mission of getting there on-time?

We went back to the rawest and purest means of communication.

Human Interaction - the best cure to loneliness.

In Saudi Arabia, Highway 40 is the most transited road crossing over Dammam, Riyadh, and Jeddah.

For two months, we gave truck drivers their guardian angels on one of the longest and loneliest roads in KSA.

Leveraging the fact that between 2am and 6am, truck drivers needed us most because of the high accident rate on that specific highway.

This helped us created a direct connection with the truckers, safeguarding them from the nightly dangers and the consequences of not caring for their own wellbeing.

10 Doctor Hitchhikers.

10 Personal Trainers.

10 Nutritionists.

All there to hop on a ride and encourage truck drivers to adopt few behaviors that would improve their health. From stretching lessons to healthy eating trainings and sleep management.

They now had a partner that reached them when they needed the most and inspired them to ride safer for the years to come.

In two months, we reached 10,000 drivers on the most transited highway in the country.

40,000 hours of human interaction.

+ 4 million kms completely awake.

7,500 wellness activities completed.

Social impressions reached more than 9M impressions with more than 57K clicks.

As a consequence, night accidents on the biggest Saudi highway were reduced by 18%.

We got truckers to reconsider health as part of their daily behaviors and adopt few simple changes that will boost their mental and physical wellbeing on the job.