Castrol Magnatech's story goes to retail

Castrol India recently rolled out this innovative campaign for upping the retail visibility of Castrol Magnatec Professional as a part of their strategic tie up at MarutiSuzuki dealer workshops. Speaking on the execution of the project, Sukannya De, Director of Planet Dezign shares with P-O-P magazine, "Castrol was seeking the workshop display elements to highlight the product benefits. The aim was to generate consumer interest by effectively communicating Magnatec Professional's brand story as well as educating them about the key features interestingly by creating an environment that connotes technology. Among the other branding elements for the workshops, like one way vision glass branding, gigantic lenticular posters, Planet Dezign also suggested an interactive kiosk, which fluidly underlines the entire brand story of Magnatec Professional, that too in an innovative and involving manner.”

Innovative Design

The LED lit kiosk exudes premiumness and harps on innovation and technology. The main objective behind the placement of the kiosk is to inform and educate the walk in customers about the benefits and USP of the product, by leading him interactively.

Going further, Sukannya adds, "The design simulates a journey on a subtly lit road that takes the story of the brand as it winds its way from the header branding. The kiosk is equipped with an LCD screen that plays the Magnatec Professional commercials to grab eyeballs.” It has also been equipped with an innovative demonstration tool to showcase the application of the product, and how intelligent molecules cling to the engine like a magnet, providing an extra layer of protection.

Crossing hurdles

Sukannya informed that highlighting the fact that upto 75% wear and tear happens during warm up, the agency provided an ignition key, which on pressing revvs up with the sound of the car engine. "It was definitely a design challenge to effectively combine innovative visual impact with a functional display solution that directly reflects Castrol's technology- oriented visual identity.”

Installed across India, the interactive kiosk has been successful in attracting customers and raising curiosity among them. It has also instigated them to view, touch, and hear the various triggerpoints, intricately designed to highlight the prime benefits of the product.