Results and Effectiveness

Attracted 7.6million video views for ‘Enjoy The Journey’ TVC on mobile and online display, high completion rates registered positive receptivity to Caltex’s service message. Caltex web traffic increased by 232904% on average across 6 markets, and recorded 3,000 new downloads for Caltex Station Locator app. Advertising awareness doubled to 14%, and 86% of Hidden Cities viewers recalled our ‘Enjoy The Journey’ tagline and Caltex as the petroleum programme sponsor.

Creative Execution

Working together to amplify Caltex’s all-round service experience: • Bring good service to life with branded TV content Through Hidden Cities on History Channel, our service proposition - station attendants’ excellent service to make road travel enjoyable, was evident in the host’s journeys. Consumers also had first-hand experience via regional contest participation within Caltex Star Mart convenience stores. • One stop service utility to provide direction to Caltex’s services and amenities A free-to-download Caltex Station Locator smartphone application extended useful service to meet immediate needs, making it easy to locate Caltex easily. The host demonstrated the app functionality on Hidden Cities, while we promoted via mobile in-app environments. • Paid media to evoke refreshing association with ‘Enjoy The Journey’ to enhance Caltex’s brand affinity Reaching consumers in environments where they are positively charged - selected TV channels, digital environments boosted with innovative video formats, promoted ‘Enjoy The Journey’ key creative.

Insights, Strategy and the Idea

Despite Caltex being well associated with quality fuel, price sensitive consumers traded brand choice and loyalty for fuel discounts as competition issued rampant promotions in lieu of rising fuel cost. We found that while consumers wanted to pay lesser, they were not tolerant of poor service and still expect to be treated like respectable customers. Going beyond price, Caltex decided to pursue our customers and win their choices over by offering tangible experiences. ‘Enjoy The Journey’ was launched as a demonstration of Caltex’s brand promise, to bring consumers much-appreciated, personable service. We set out our communications objectives to: i. Drive awareness of Caltex ‘Enjoy The Journey’ ii. Demonstrate tangible service iii. Direct consumers to service touch-points