CASTROL EDGE
Made at Ogilvy.
Castrol Edge is an ultra-thin motor oil, the only one crafted with titanium in its formula. It’s built to perform under pressure—just like NFL athletes—delivering peak reliability when you need it most, right in the clutch.
Direct Mail Campaign (The Beginning): The Castrol client approached us with a direct mail request to be sent to over 500,000 homes across the United States. What initially seemed like a standard project quickly evolved into something more. Castrol Edge is known for its “micro-thin, titanium-strong” synthetic formula, and the client wanted a direct mail piece that would showcase these brand attributes while also promoting their NFL sponsorship by offering free “Titanium Strong” training t-shirts.
We decided to create the mailer using the same durable plastic material used in NYC MetroCards—a material that’s tear-resistant, embodying the titanium strength of Castrol Edge in a micro-thin form. The client loved it so much that they decided to collaborate with the NFL’s strongest player to see if he could challenge this mighty piece of direct marketing. It’s funny how a simple direct mailer transformed into a digital video content opportunity.
Digital Video: Two time Super Bowl Champion Vince Wilfork loves one thing in the world: tearing his mail. But today, HE WAS FINALLY GOING TO MEET HIS MATCH.
NFL.COM Castrol Edge Clutch Performer of the Week: With approval from the NFL, we launched a dedicated sponsorship segment each Sunday during the NFL season to feature the ‘Castrol Edge Clutch Player of the Week,’ aligning with Castrol Edge’s reliable performance under pressure. Additionally, we developed a branded skin that would take over the screen during video playback on NFL.com, providing an immersive experience.
Point of Sale (Concept Autozone Floor Matts): To announce Castrol Edge’s partnership with the NFL, we set out to merge the rugged world of the asphalt with the grit of the gridiron. By visually blending the imagery of a football field with a highway, we created in-store floor mats and positioned them in front of Castrol Edge displays at AutoZone locations nationwide.