Work undertaken for Doggett Jones

For the global launch campaign of Castrol MAGNATEC Stop-Start — the first engine oil designed to protect against stop-start wear — I was tasked with evolving a supplied Engine City Key Visual (created by the global brand agency) into a comprehensive, multi-channel rollout campaign.

A key innovation was the creation of a tactile Feel Me device using dual spot UV finishes: one glossy and one textured to mimic microscopic wear patterns provided in technical documentation. This concept was applied across packaging labels (1L, 4L, and 5L), bespoke bottle neck caps, and supporting print materials.

To drive in-store impact, I conducted a location audit and developed a Point-of-Sale strategy built around four stages: First Sight Opportunity, Engagement Opportunity, Close Proximity Opportunity, and Purchase Opportunity. This led to a full suite of POS assets including pavement posters, bollard covers, hanging banners, shelf strips, wobblers, and barkers.

To support distributor sell-in, I designed a bespoke interactive brochure featuring custom-cut pages, fold-outs, and layered storytelling that illustrated how Castrol’s intelligent molecules protect engine components. Additional engagement items included counter-top puzzle displays, looping video units, and mailers containing actual worn engine metal, giving recipients a tactile sense of the product’s benefit.

The campaign delivered strong results globally, with particularly strong uptake in markets such as Indonesia, Vietnam, and Turkey.