CREATIVE
- CLIENT: CHEVRON
Caltex, part of Chevron is a global oil brand that has had its footprint in the MENA region that dates back to the 30’s. Havoline, Delo & Techron are their key drivers in the motor oil segment.
- BACKGROUND & CHALLENGES
Post COVID we were deaf to reassurances from authorities and others that everything was going to be ok, precisely because of recurrences and contradictions. With a market share of less than 2%, to re-invent the brand and make a 100-year-old brand relevant to a Target Audience (TA) that is not 100 years old, multi-ethnic and varied in socio demographics competing in an ubiquitous social ecosystem which is $ intensive and a need to break through clutter.
- OUR CONCEPT
We reverse engineered our approach – using the brands legacy to relive the good old times banking on nostalgia and memories of the yesteryear to drive engagement, through well-crafted videos and gaming!
- EXECUTION
From recreating a hero video that detailed every aspect of the era covering fashion, hairstyle to the cars and props and even treatment of each era in post, formed the lynch pin of the initial digital onslaught. Amplifying radio with memorable iconic sounds to the use of gamification, we created a post covid real life (offline) activation leveraging on ground activities using gadgets from the yesteryears, captured the freshness and authenticity of the audience engagement and took those proof points online delivering a never-seen-before ‘follower increase’ or a 100-year old Brand!
PERFORMANCE
- BACKGROUND & CHALLENGES
With a strong set of assets in place and limited budget, a market share of less than 2%, our KPI’s were to drive brand recognition to our Target Audience (TA) that is multi ethnic and varied in socio demographics competing in an ubiquitous social ecosystem which is $ intensive and a need to break through clutter.
- EXECUTION
Built our campaigns to drive viewership – driving the brand TOM, higher than average CTR, highest engagement ever done by the brand and a significant increase in sales on e-commerce platforms.
172+
Sales Volume (In Units)
10 Million+
Improved Brand Awareness
40+
275+
433+
150+
Youtube
375+
Watch Time
337+
Views
156+
Reach
EVENTS
- BACKGROUND & CHALLENGES
To develop an activation concept based on the brands legacy by reliving the old times banking on nostalgia and memories of the yesteryear to drive engagement, through well-crafted videos and gaming! Hindered by having to roll the activation in mall, where our hero product had several restrictions being an engine oil brand next to the high end fashion brands.
- OUR CONCEPT
We created a gaming module using the brands legacy researching for questions from the last 7 decades with gadgets, locked into the game with an algorithm based on the players age that would challenge them by asking question from beyond their life cycle. Backed with great game show hosts, shot in real time.
- EXECUTION
The execution was flawless, the results – sensational: As our team amplified the local radio stations with memorable iconic sounds, the innovative use of gamification we created a post covid real life (offline) activation leveraging on ground activities using gadgets from the yesteryears, captured the freshness and authenticity of the audience engagement and took those proof points online delivering a never-seen-before ‘follower increase’ or a 100-year old Brand!
Radio Activation:
- Sound-games for people to recognize old gadgets on the
- Kris Fade Show and The Breakfast Show UAE & Bahrain were a big hit.
- Sponsorships and Spots were live on Virgin Radio & Al Khaleejia in UAE,
- Bahrain 96.5FM & Arabic 102.3 FM in Bahrain & 104.1FM in Oman.
In-mall activation:
- UAE – Mall of the Emirates
- Bahrain – Bahrain City Center
- Oman – Oman City Center
SOCIAL
With a strong set of assets in place and limited budget, a market share of less than 2%, our KPI’s were to drive brand recognition to our Target Audience (TA) that is multi ethnic and varied in socio demographics competing in an ubiquitous social ecosystem which is $ intensive and a need to break through clutter.
Added a unique game filter to the mix of assets, whilst skillfully building our campaigns to drive viewership, TOM & Sales. Amplifying the use of gamification, we created a post covid real life (offline) activation leveraging on ground activities with influencers using gadgets from the yesteryears, captured the freshness and authenticity of the audience engagement and took those proof points online delivering a never-seen-before ‘follower increase’ for a 100-year old Brand!