Castrol is a global brand of industrial and automotive lubricants offering a wide range of oils and greases for most lubrication applications.
We built the first transactional website for the Castrol brand, connecting drivers and experiences.
Castrol were keen to explore options to take their business beyond lubricants.
They developed Castrol XV to give motor sport enthusiasts an opportunity to experience a variety of high-impact driving activities.
These activities were offered at events such as the British Touring Car Championships and World Rally Championships.
They needed a website that conveyed the passion and excitement of the activities, as well as helping them build-up their marketing database of driving and biking enthusiasts. They asked us to bring this vision to life.
Laying new track
Working closely with the new business team at BP HQ, we helped shape the strategy and direction for the project.
We started by drawing up a detailed functional specification and wire frames for the main website areas, as well as a project plan.
The process of creating a B2C transactional website led to interesting internal challenges. Key to navigating through these issues were regular meetings and updates with the internal team and communicating to key stakeholders.
Castrol XV has launched today, it would never have happened without each one of you helping me to understand a process, absorbing my panic, motivating me, telling me what to do or doing something for me.
I just wanted to say a huge thank you. We’ve all achieved something by creating BP’s first online transaction through the Global Internet Platform. It’s certainly not been painless, which is maybe what makes it all the more of an achievement.
Each wire frame was skinned with the Castrol XV design, which had to conform to Castrol’s brand guidelines.
Outlining the functionality was critical to developing a successful, bold e-commerce website design. By thinking through the customer journey in the planning stages, we were able to create a smooth and attractive path through the website.
Increase in page views
Increase in sales
Increase in session time
Decrease in bounce rate
Crossing the finish line
The final website gave Castrol valuable brand exposure at sponsored events, as well as generating increased awareness with motoring enthusiasts.