In a highly competitive market Caltex needed to distinguish itself as a thought leader and tasked Fuel to develop a communications plan to drive awareness around the benefits of Caltex Vortex fuel combined with fuel efficient driving.


Our Solution

Knowing regional media coverage was key, we commissioned state of the nation research identifying a chronic lack of understanding about fuel efficiency across Australia but a desire to learn more. The world’s most fuel efficient couple embarked on a 38 day driving challenge with an explosive media launch, regional media engagements nationwide and a finale event that generated mass volume coverage with in-depth key messages, branded content and ownership of a key consumer conversation.

Social activity was red dyed throughout the campaign, with 10 on the road videos developed for YouTube, daily social content developed to engage online communities.