Wed, 24 Jul 2019 09:00:22 GMT
Chevron has launched a marquee regional brand campaign entitled 'Caltex: World Record-Breaking Fuel' in partnership with Guinness World Records and National Geographic. The campaign was conceptualised and executed by VMLY&R Singapore and Wavemaker Singapore; their first collaboration working on such a large scale integrated branded and content campaign.
Chevron’s partnership with Guinness World Records and National Geographic helped to boost the credibility and superiority of Caltex with Techron by showing the world that Caltex is the fuel that breaks records. The inaugural year kicked off by setting a Guinness World Records attempt in Chiang Rai, Thailand with the 'Fastest Ascent up Doi Chang Mountain Road by Car.'
Not only did Caltex set the record under stringent rules and regulations by official Guinness World Records adjudication, but it was done so in a 28 year old ordinary, everyday car to showcase the true power of Caltex with Techron and driven by professional female race driver Natasha Chang. The exciting, seemingly impossible story of this amazing feat was told by National Geographic, through a branded content series titled 'Record Rides.'
The campaign is a truly holistic 360° one, led by a branded content partnership with National Geographic showing how Caltex has created the world record through a special 2-episode series 'Record Rides.'
Distribution of the series spanned across six key markets across the FNG network, and was further amplified across offline and online platforms in each market. Anticipation for the record was built in a pre-launch phase, followed through with a synchronised launch across all markets breaking the announcement, and the campaign will continue to air to sustain buzz and momentum around the feat.
Brian Fisher, caltex brand manager, says: “It is becoming increasingly difficult to capture attention and highlight the benefits of using Caltex fuels with the unbeatable cleaning power of Techron to the motorists. The use of technology, stunning visuals, and informative videos opened up a new dimension that allowed us to communicate our message to the motorists effectively.”
Tripti Lochan, co-CEO, VMLY&R Asia, adds: “It is our belief that brands living in consumers lives at an emotional level are the ones that actually connect with them. Through a unique collaboration utilising media, influencers and accreditation Caltex has the opportunity to really connect with consumers in a fun, empowering and imaginative way, driving home the idea that Caltex can transform your ordinary car into an extraordinary ride. As one of the largest marketing networks in Asia, we were able to synchronise the launch of the campaign in each market to maximise its impact, in order to position Caltex as a truly record-breaking brand.”
Rose Huskey, CEO, South East Asia, Wavemaker says: “From tongue-in-cheek films, witty puns, hopping onto the bandwagon of hypes quickly with clever twists, to more ‘serious’ branded vignettes and a holistic branding solution like this one... we are constantly stepping up our game in ensuring that our offerings are not just limited to media. Now we can say that for the record, we have broken a record!”
Vineet Puri, territory head, Singapore and Malaysia, FOX Networks Group Asia adds: “National Geographic seeks to inspire viewers through exploration, adventure and pushing boundaries. Working on Record Rides and this ground-breaking campaign together with Caltex, Wavemaker and VMLY&R, we are pleased to be challenging perceptions on how large-scale integrated branded content can work effectively in the modern media landscape, while still entertaining our audience.”
Genres: Action, People
Categories: Utilities, FuelWavemaker Singapore, Wed, 24 Jul 2019 09:00:22 GMT