The Student Awards centre on a collection of live creative briefs presenting modern communication challenges.
Context
As vehicles have become more complex, sophisticated, and reliable the level of owner interaction has reduced significantly and oil changes are carried out by specialists in automotive workshops. There is, however, a continuing need to ‘top-up’ oil between services to replenish that which is ‘burnt off’ during everyday usage. As a category, oil has become more complex with a range of products to suit different needs. This has resulted in it being very difficult to easily identify and navigate the category. In fact, research indicates that consumers spend eight minutes on average at fixture, considering their purchase. However, despite this, on average 84% of people drive their car with lower oil levels than recommended. Having the correct level can result in fuel economy gains of 2-3 mpg, and reduced wear and tear on the engine. Finally the consumer experience of pouring oil is always rated as below average using traditional packaging solutions.
The Creative Challenge
The challenge is to create a range of packaging solutions that improve the stand-out, pouring experience and navigation of the Castrol brand, resulting in improved consumer loyalty and affinity. We are keeping things deliberately very broad. For the purpose of this exercise there are deemed to be no manufacturing restrictions.
Target Audience
You may wish to consider males/females separately, or produce something that appeals to both.
Mandatories
If you wish you can incorporate the Castrol logo into your work, available in the project pack online.
Project Pack
A downloadable project pack is available including all logos, artwork and other elements referenced in this brief.
How to submit
Full details on eligibility, how and where to submit work can be found here. A must read for anyone wishing to take part!
