Project Details
Name
Sector
Project Request
Castrol Global
lubricants
introducing Castrol into the Kenyan market
Castrol is a leading British manufacturer and marketer of premium automotive and industrial lubricants, including engine oils (EDGE, MAGNATEC, GTX), greases, and fluids. Founded in 1899, it is renowned for its high-performance lubricants, particularly for racing and heavy machinery, and is now part of the BP group.
THE CHALLENGE
Castrol was available in-market, but the brand often showed up as distributed, not distinctive, meaning people could find it, yet didn’t hold a sharp Castrol idea in their heads.
Insight
Kenya has always faced tough conditions, from broken roads to economic pressure…but Kenyans never respond by slowing down.
Instead, they keep moving forward with even greater force and determination.
In Kenya, movement is resilience.
Core USP
Castrol’s edge is a performance system:
- Global engineering heritage + proven technology
- A complete portfolio acrossPCO / MCO / CVO (serving real, daily needs)
- Performance language Castrol already owns globally:acceleration, power, progress, liquid engineering.
STRATEGIC SOLUTION
Positioned castrol as the lubricant that keeps Kenya in motion, faster and longer & under real tough conditions.
Creative platform: Accelerated Motion
CAMPAIGN ROLLOUT
The campaign launched under the platform “Accelerated Motion,”
bringing Castrol’s global promise of acceleration into Kenya’s everyday reality. Through dynamic digital storytelling across social platforms, the campaign showcased drivers, riders, and mechanics navigating the country’s toughest conditions while continuously moving forward. By highlighting real Kenyan mobility moments.
from boda riders to commercial transport, the communication positioned Castrol as the lubricant that keeps engines performing and people progressing. The rollout combined high-energy visuals, product education, and mechanic credibility to establish Castrol as the brand that powers Kenya’s relentless movement.