HOLLYWOOD WITHOUT THE FICTION:

AN ACTION SEQUENCE, FOR REAL

Castrol EDGE targets a global audience of ‘Experiencers’ – an audience fuelled by their love of adrenalin and driving at speed, willing to pay more for their engine oil.

However, research shows they’re far more inspired by driving scenes in Hollywood blockbusters than by the technical claims of traditional oil ads.

So we decided to make Castrol EDGE an entertainment brand rather than a conventional oil marketer and create content that our audience would choose to consume.

The idea of creating a real-time action sequence was born.

As a brand that’s about the real experience of driving, we wanted to create the world’s first real-time action sequence. Unconstrained by Hollywood’s need to create post-production magic, we’d let our audience into the reality of being in a chase scene using the latest AR technology and a Castrol EDGE boosted car.

TAKING AR TO THE EXTREME

Castrol EDGE targets a global audience of ‘Experiencers’ – an audience fuelled by their love of adrenalin and driving at speed. However research shows they’re far more inspired by driving scenes in Hollywood blockbusters than by technical claims in conventional oil ads.

The idea of creating a real-time action sequence was born.

Unconstrained by Hollywood’s need to create post-production magic, we’d let our audience into the reality of being in a chase scene using the latest AR and a Castrol EDGE boosted car.

AR experiences generally happen at a relatively sedate pace but we needed to push AR to create a real-time application behind the wheel of a speeding car in the harshest sub-zero conditions.

We worked with production studio Unit 9 to build a 3D virtual army that fed into a stunt driver’s bespoke AR headset and superimposed it onto the real world landscape in real-time via code and advanced GPS tracking.

It required a complex backend to collect a host of data in real-time. We installed sensors on the car to capture GPS position, speed, acceleration and the driver’s perspective.

To earn our audience’s attention, we approached placement with a distribution-first mentality – long form content for online video platforms and short edits for social platforms. BTS and B-roll footage was used for a cross vertical media audience and prove every element of Titanium Ice was real.

To achieve scale, we partnered with the makers of The Fast & The Furious on the project, releasing all content within a 6 week window around the upcoming launch of The Fast & The Furious 8.

The project was delivered within a timeline of 6 months from brief to market with a production window of just 8 weeks.

A CULTURAL BLOCKBUSTER

The launch became the most successful in Castrol EDGE’s history.

1. QUALITY COVERAGE

Titanium Ice generated quality coverage across Castrol’s leading 20 geographies.

Top tier titles included NBC Sport, Hype Magazine, Vanity Fair, T3 and Huffington Post.

Over 89% of the coverage was positive.

“Castrol EDGE has created a bespoke augmented reality

headset that truly gamifies driving.”

- T3’s Best Tech

“A sensational thrill ride!”

- Art of Gears

2. BRAND ENGAGEMENT

The campaign has generated the strongest ever brand engagement scores.

According to Millward Brown, Titanium Ice is 40% more involving than the industry average with clear communication of the brand’s ‘Technical advancement’.

In social video, Titanium Ice has delivered an engagement rate 6x higher than the content average.

3. UNRIVALLED RESULTS

Titanium Ice has increased brand consideration by 15% above the industry average.

“I just hope Fast & Furious 8 is this good!”

-Ronin McGilloway