The challenge
Castrol has been synonymous with the motor industry for over 100 years. So how do you get your European sales force to utilise football sponsorship as a sales drive

The response
The sponsorship of UEFA Euro 2008 was completely new territory for Castrol. It was to be supported by an extensive marketing program to help connect both customers and consumers with the games. Positioning this to the European Sales Team and developing key customer messages was vital.

We developed a dialogue enabling the sales force to engage and inform customers of; Why Castrol sponsored UEFA EURO 2008, the link between the performance of ‘business’ and the performance in football, and how the sponsorship would benefit the customer.

It translated the ‘Marketing Speak’ into a language the sales force would feel comfortable using. It created a two-way conversation that provided both clarity and consistency.

A ‘sales presenter kit’ was created consisting of a series of PowerPoint presentations, literature and branded merchandise, all helping to make the sell-in process easier. The kit was modified accordingly for each of the European markets.