Castrol bases its vision around the ‘Mars Orbiter Mission’
by Dharm Patel Marketing | February 19, 2015 | News
Castrol Showtime Group
While Castrol claims that ‘It’s more than just oil, it’s liquid engineering,’ Showtime claims ‘It’s more than conferencing, it’s experience engineering.’ The two got together for the Castrol Sales & Marketing Conference 2015 held at JW Marriott Hotel, Aerocity, New Delhi.
Showtime took on the task of understanding Castrol’s tactical initiatives, strategic objectives and long term business goals, and then designed an experience around these insights to ensure that all of Catrol’s objectives were met over the brand’s three-day annual conference.
The entire conference experience was designed as a story - through the physical spaces, through the visual medium, through the communications and down to the key conference sessions ensuring that the entire Castrol team left with all the key business messages reinforced in their minds. The theme for this year was ‘Maintain Momentum: Go for Growth with the Power of One.’
Conceptualised storytelling and designed visualisations engagingly manifested Castrol’s vision for the future - a dramatic parallel was drawn between it and India’s recent world-beating achievement, the Mars Orbiter Mission. Parallels were drawn between the entire Mars Mission and other strikingly similar aspects of Castrol’s vision and strategy.
The entire narrative was brought alive for the attendees by the use of effective props - such as the MD of Castrol making the presentation while garbed in a space-suit, a slick AV film and thematic visuals/animations on the Watchout screen at every step of the presentation. Showtime also created a stage with an energy meter which highlighted the tagline ‘Fitter, Faster, Farther.’ Themed games and engagement activities drove home the salient points of the session, which concluded with a simple but powerful take-home: ‘If we can do it on Mars, we can do it on Earth!’
The evenings had dholwalas welcoming everyone to enjoy the gala evening, which featured performances by Kunal Ganjawala and DJ Ishu who ensured everyone was on the dance-floor.
Castrol’s flagship brands had their own zones mapped out within the overall conference space, they were high on technology and had engagement activities to highlight key features of the brands, which included Castrol Activ, Magnatec, Power 1, Vecton and Anmol Ratn. While the gigantic Vecton zone became the most popular photo op backdrop, the flash mob performing at the Activ zone stole the show. The audio spotlight in the B2B zone urged delegates to experience the interactive demo kits.
Commenting on the conference, Binu Chandy, General Manager - West Region, Castrol India, said: “Showtime’s eye for detail and dedication has made this a great conference. Sincere thanks to the entire team who has made it possible.”
Adding further, Avik Prabhu, Executive Director, Showtime Events, said: “The experiences we create are engineered to resonate with business objectives ensuring that Showtime’s clients are able to deliver an ROI on their conferences.”
Showtime executed the three-day conference, which was in sync with the mission due to its various similarities.