Bangkok--13 Feb--Ogilvy Public Relations Worldwide AsPac Oil (Thailand) Limited, manufacturer and sole distributor of Castrol lubricants, revealed an immense success of ‘Intelligent Family Challenge with Castrol Magnatec’, a 13-episode reality TV program devised to boost consumer awareness on Castrol Magnatec, a part synthetic oil for both benzene and diesel engines. From over 1,000 applicant families consisting parents and children aged between 8 — 15 years from all over Thailand, 7 families have been chosen through stringent selection processes to compete in the show. As part of its engagement marketing, the show deliberately communicates Castrol’s ‘Experience and Beyond’ concept as well as the engineering aspects and innovation behind the success of Castrol products. During the selection process, family contestants were challenged with several difficult situations where they need to employ innovation as key for problem solving. The challenge in the show reflects the characteristics of ‘Intelligent Molecules”, the important ingredient in Castrol oil that actively seeks out and bond to the areas of vehicle engine that need active and continuous protection to ensure driving safety, which is also relevant to the sense of love and care of a family. Vipon Vorasowharid, Country Sales Director, AsPac Oil (Thailand) Limited revealed that “The ‘Intelligent Family Challenge with Castrol Magnatec’ is an innovative marketing activity - the first-of-its-kind for Castrol. The show aims to help promote family value by providing parents and children with great opportunity to have fun together. In the show, the contestants will be challenged with several obstacles and difficult situations where they need to employ innovativeness and shrewdness in solving problems. According to Piya Virochpoka, Marketing Manager, AsPac Oil (Thailand) Limited: “We are excited to see that the huge success of ‘Intelligent Family Challenge with Castrol Magnatec’ from its start. With over 1,000 families applying for the show, we are delighted to say that Thai people care much about family, which is relevant to our objective in promoting good family relationship. In addition, this reflects that consumers today are more sophisticated and are more ready in signing up for new and unconventional marketing activity. They no longer just ‘sit and watch’, but also want to interact with the campaign. This also proves that we are on the right track for opting for innovative marketing approach for 2008.” From over 1,000 family teams applying for the show, 25 families have been selected through careful recruitment process with focus on intelligence and well-rounded skills of all family members. The chosen 25 contestant families have been further short-listed to 7 with more stringent testing process for their linguistics, bodily kinesthetic, spatial, logical, natural, musical, intrapersonal and interpersonal skills. The seven final family teams will compete in an adventurous journey where they will be challenged with different searching missions where innovation in key to win the game. The two routes for the journey are Bangkok — Huahin and Bangkok — Korat. The two highest scoring teams will be flown to compete for the final round in Switzerland where they can enjoy the lively UEFA EURO 2008 ambience. “We strongly hope that audience will enjoy ‘Intelligent Family Challenge with Castrol Magnatec’ show as both entertainment and uplifting experiences. Seeing and cheering up family members helping each other in solving problems and dealing with unexpected difficulties will make you realize how valuable is family relationship” added Piya. The “Intelligent Family Challenge with Castrol Magnatec” show will be aired on Channel 9 very Sunday from 3.00 - 3.30 pm from 6 April — 29 June 2008. Audience can also vote for their favourite team by SMS. Issued on behalf of : AsPac Oil (Thailand) Limited For further information : Ekasit Thaidej ([email protected]) AsPac Oil (Thailand) Limited Tel. 0 2684 3541 Surasa Khlaiaksorn ([email protected]) Ogilvy Public Relations Worldwide Ltd. Tel. 0 2205 6653, 0 2205 6626