Using Customer Data To Generate Buzz For A New Product Launch.
Castrol Marine was set to launch its new TLX Plus range of medium-speed ship engine oils. Creating a buzz for the new line through traditional public relations would be a challenge in a very price-led marketplace. I needed to help Castrol Marine reposition itself around its new high performance lubricant at a time when value and perception of marine lubricant was at an all time low. Building buzz involves creating excitement and dynamic dialogue within the target audience that will build anticipation of a particular event or product. This meant transforming evidence-based technological facts into engaging and interesting promotional material.
I set about collecting vital endorsements that could be used in the launch and managed to secure Caterpillar MAK to test the product, resulting in very positive feedback. Editors and journalists from top marine industry newspapers and magazines attended the launch of the new Castrol TLX Plus at the National Maritime Museum in London. The work for the launch generated major coverage for six months, making the news in the UK, Europe, Asia, North America, Australia and China.