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To launch Castrol’s strongest oil yet, Castrol EDGE, to a global audience with particular focus on Europe.
We pitched, scripted and produced a global documentary-film starring Castrol’s ambassador Cristiano Ronaldo. The documentary saw Ronaldo pushed to his limit through a series of scientific tests.
We secured the global premiere airing rights with Sky Sports and worked with them to promote the show in the UK in September 2011, launching the concept to the world for the first time.
To support, we created a host of promotional collateral for Castrol’s territories to use in local media promotion of the documentary.
Winner sport Industry Awards 2012 Best International Sports Marketing Campaign
100+ countries globally broadcast the documentary generating mass awareness of the Castrol EDGE brand
7 day promotional campaign across Sky Sports channels including skysports.com, Sky Sports News and Soccer AM in the run up to the first broadcast