Sport / Experiential

Castrol Challenge Ronaldo Event


Our challenge was to use an appearance with ambassador Cristiano Ronaldo to position Castrol as ‘providing insights into winning performance’. We created Challenge Ronaldo.


Leveraging Castrol ambassador Cristiano Ronaldo, we developed a global competition – Challenge Ronaldo. The competition challenged media and consumers to ‘take on’ Ronaldo and try to beat him at his own game.

To launch the competition, we invited global media to train with Ronaldo in Madrid where we captured content of him racing through a course of training mannequins, using the skills, agility and speed for which he’s renowned.

For the finale of the global competition, we hosted a live event in central Madrid and projected a giant avatar of the footage onto the side of a large-scale building. At the event, challengers from 17 countries attempted to beat the Ronaldo avatar’s time.

Only one challenger was fast enough to beat the Real Madrid supremo, until the man himself arrived and broke the record again.


17 countries were engaged in the activity with coverage across print, broadcast and online

25,000 hits online for viral film

20,000 competition entrants

Challenge Ronaldo video