CASE STUDY: Castrol Powers UEFA Euro 2008
Provided by Hill and Knowlton
Hill and Knowlton created a campaign and strategy to establish Castrol as a credible football sponsor during Euro 2008.
What was the Challenge / Background of the Campaign?
Castrol had a long history in motorsport but had never been involved in football. H&K formed Castrol's approach and shaped its ambassador strategy, which was led by Arsenal manager, Arsène Wenger. It then used the brand's unique access to tournament data to create and launch the Castrol Performance Index - a new formula able to objectively analyse player
and team performance. A pan-European campaign led to more than 1.5 billion opportunities-to-see in the media and over 4 million hits on Castrol's football website - www.castrolindex.com. Find out more...
What was the Campaign Objective?
Castrol came to H&K with a bold objective: help modernise and give the brand attitude by building credibility within the sport.