Integrated Campaign
Caltex
Caltex is a brand of 5 star fuel that contains Techron which is a fuel additive that helps protect and clean car engines effectively.
Brief:
This project aims to let people know that Caltex Techron fuel have all the combined benefits that other fuel companies offer.
Idea:
They Make You Choose, We Give You Everything.
Other fuel companies do not offer all benefits in 1 fuel. Caltex gives a combination of all the fuel benefits which includes maximised power, better fuel economy, lower emissions, reliable performance and smoother ride.
In order to raise awareness, a campaign to revolt against the restrictions other companies are providing will run, called the 5 Star Revolution. Caltex offers a 5 star experience where everyone gets to enjoy their freedom as well as the ultimate benefits of Techron.
Scan to watch the case study
Phase 1
Raise Controversy
To make people realise they haven been forced to make choices, a series of TVCs will be launched showcasing absurd situations when people are being forced to accept restricted choices. Scan to watch TVC.
A SAYS article which explains why Techron is the best fuel for Malaysians.
Phase 2
Educate
A range of posters and out-of-home (OOH) media will be released to inform people about the benefits of Caltex Techron.
MRT Advertisement
MRT Handle Installation
Phase 3
Join The Revolution
Caltex will encourage people to sign up for their Journey card, and by pumping Caltex fuel, they wink
