Castrol (Part of BP Lubricants USA Inc.)

The name Castrol is synonymous with premium-quality, high-performance and leading-edge technology in lubrication. Castrol is widely acknowledged as a leading provider of lubricant solutions—a long-standing position built on innovation and leadership.

We were asked by Castrol to help launch a new software product that was custom-developed for its customers; Castrol Labcheck Next Generation (LCNG). This online platform revolutionized the way users receive and manage oil-sampling results and recommendations. The challenge was to introduce the new product and train thousands of maintenance professionals on how to use the program. Planned over a nine-month period, our plan included ongoing email newsletters, updates and online training sessions. Additionally, a micro-website and video overview were developed to provide further program support.

During the ramp-up to launch, RCG conducted a competitive assessment to identify marketing opportunities. Included in our research were interviews with Castrol marketing managers, customers, distributors and key competitors. The resulting marketing report laid out study findings, positioning opportunities, recommendations and rationale. The approved recommendations were then implemented into all of the new marketing materials, including brochures, web pages, and online slide presentations.

Reports from Castrol management and LCNG customers confirmed that the launch of the new program was well received and successful.