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.

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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.