| Title | LITER LOTTERY |
| Brand | CHEVRON PHILIPPINES INC. |
| Product / Service | CALTEX |
| Category | B06. Use of Ambient Media: Large Scale |
| Entrant | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Idea Creation | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Media Placement | MEC PHILIPPINES Manila, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Badong Abesamis | Y&R Philippines | Chief Creative Officer |
| Herbert Hernandez | Y&R Philippines | Executive Creative Director |
| Sandy Salurio | Y&R Philippines | Executive Art Director |
| Clara Roxas | Y&R Philippines | Copywriter |
| Judith Katigbak | Y&R Philippines | Art Director |
| Carlos Averion | Y&R Philippines | Studio Manager |
| Pepper Hernandez | Y&R Philippines | Digital Imagist |
| Ags Chuapoco | Y&R Philippines | Business Unit Director |
| Kat Camus | Y&R Philippines | Account Director |
| Patricia Bea Quintero | Y&R Philippines | Account Manager |
| Marcus Rebeschini | Y&R Asia Pacific | Chief Creative Officer - Asia |
| Jane Maturan | MEC Philippines | Media Planner |
| Marco Dimaano | Y&R Philippines | Associate Creative Director |
Gamify fueling up at Caltex by using a number that appears on the station's gas pump and a number on the car's plate.
Caltex launched the ‘Liter Lottery’ promo. The mechanics: 1. Fill your tank with any Caltex fuel. 2. Wait for the liter meter to come automatically to a full stop. 3. If the last number on the meter matches your plate number’s last digit, your gas is free! The promo has began running in August 2016. ‘Liter Lottery’ has been mounted in 72 Caltex stations to date all over the country.
1. 1.1 Billion impressions. 2. 233% increase in full-tank purchases. 3. Caltex clients have directly attributed to the promo a spike of 198% in fuel sales.
The work is relevant for Media because it made use of the gas pump as a medium at the very center of the promo.
According to the travel app Waze’s global evaluation, Manila has the worst traffic on earth. What if we make gassing up on fuels in Caltex stations the best experience, by gamifying it?