Motoring journalist Quentin Willson has signed up as a brand ambassador for BP’s Castrol Oil range. His first task is to front a £3m campaign to educate drivers about motor oil.
The Right Oil for Your Car campaign, which has been created by Ogilvy Advertising, which is designed to teach drivers about the importance of using the correct oil for the type of car they drive. It will highlight the effects of using the wrong oil and advises drivers where to access information about which oil is right for their vehicle.
The brand has been making a concerted effort to raise its profile and last year signed up to sponsor the imminent UEFA Euro 2008 tournament.
In February, the company appointed OgilvyOne to develop a digital drive to support its sponsorship of this summer’s football championships. A fantasy football website has been created where fans can choose their own team, which will receive rankings throughout the tournament. It is also giving away VIP tickets to for the games.