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Taking Castrol to a more mainstream audience ahead of the 2010 World Cup finals

We helped Castrol to effectively combine their sponsorship of the FIFA World Cup 2010 with that of the World Rally Championship around the theme of performance analysis.

By pairing UK footballing ambassador, Alan Shearer with leading WRC driver Mikko Hirovnen for a “job swap” around the warm up stage of the Rally of Great Britain, we used the thread of “performance” to align Castrol’s traditional motorsport heritage with their new football credentials and through this, take both into a more mainstream audience ahead of the 2010 World Cup finals.