Caltex partners with VMLY&R to welcome motorists back to the roads with inspiring anthem celebrating front-liners
As the Philippines begins to recover from the effects of the Covid-19 pandemic, Caltex Philippines, in partnership with its long-time creative agency,
VMLY&R Philippines, has launched an inspiring anthem to boost morale and celebrate people finally getting back onto the roads after the countrywide lockdown.
With technology at its core, the uplifting anthem 'Tuluy-tuloy ang Biyahe', performed by pop composer Thyro Alfaro, has been engineered using the process of entrainment, where the anthem’s tempo was attuned to a normal human heartbeat of 60 beats per minute, and then increased to 120 beats per minute, which sync’s the listener’s brain to the faster rhythm of the song, making listeners more alert and sharp on the road.
The anthem has also been tuned in at 432Hz, instead of the usual 440Hz common in most songs, which according to psychoacoustics, the branch of psychology concerned with the perception of sound and its physiological effects, is a frequency thought to be beneficial to a person’s wellbeing. The song was released on Spotify and also as an online film on Facebook and YouTube, showcasing the hard work and heroic efforts of various filipino frontline drivers who continued to work through lockdown, and whose dedicated services have been a lifeline for the country and its economy.
As part of the campaign, Caltex is also offering drivers of public utility vehicles special discounts through its 'Balik-Biyahe Lanes', during the Tuluy-tuloy ang Biyahe campaign period, helping their road to recovery as they slowly recuperate after losing their main source of income due to the pandemic. “With this campaign we aimed to harness creativity and technology with a twist of Pinoy culture to forge meaningful connections between Caltex and the people and communities around them, said Ags Chuapoco, general manager, VMLY&R Philippines.
“As the lockdown is finally lifted, we recognise the resilience and drive of our kababayans (citizens) to move forward. Our motorists and drivers work tirelessly, so we thought it was only fitting to celebrate them with an anthem designed to be listened to while driving. VMLY&R understood that as a brand, Caltex should be the first to welcome motorists back to the roads with an inspirational song and a fuel discount to help them recover. It feels good that we are able to serve our countrymen, especially our drivers, who are looking forward to getting back on the road for more enjoyable journeys ahead,” said Arnel Reniedo, Caltex Philippines’ country brand manager.