Caltex bubbles up for new journey

CALTEX   CHEVRON 

Malaysia - Chevron Malaysia has introduced a new brand strategy for Caltex, kicking off a comprehensive campaign with a new tagline 'Enjoy Your Journey'.

Aimed at enhancing and reinvigorating the brand, which celebrates its 75^th anniversary in the market this year, the new campaign replaces the 10-year old tagline 'What Drives You'.

The move marks a significant shift for the brand which has traditionally been focused on a product-centric marketing approach for the past eight years.

"Our customers are the inspiration behind the new ‘Enjoy the Journey' campaign. It positions Caltex as the brand that understands the needs of all motorists, and works hard to make their journey a little more enjoyable by providing high quality products, services and facilities," Faizah Abdul Samad, marketing support manager for Malaysia, Singapore and Cambodia, Chevron, said.

The campaign, called "Bubbles" and set to last until year end, reveals more emotive imagery throughout, including the use of bubbles as a recurring feature to symbolise escapism and happiness, as well as a detergent metaphor behind the cleaning power of Techron - its patented fuel additive.

The new brand strategy also involves enhancements to the visual features and environment of Caltex service stations such as button logo placement, canopy image and fuel island components, such as product identification obelisk, trash valet and POS mechanisms.

The Caltex service station in Bandar Utama is the first to exemplify the new brand strategy. Another 60 service stations will follow suit in phases scheduled for completion by year end.

Faizah said the remaining stations will be completed in phases that will span 2 to 3 years in total, due to safety issues and capital investment requirements which have to be taken into consideration when revamping the stations.

Print Ads and TVCs have begun running across all major newspapers and TV channels nationwide in addition to OOH executions which include taxis. The campaign also features on-ground activation in the form of mobile Techron Ambassadors complete with bubbles.

On the online front, the brand has unveiled a revamped website with refreshed content and a customised Caltex station locator application for Apple OS which has already been downloaded over 10,000 times since launch without any marketing for it.

An app for Nokia, Windows Phone 7 Series and Blackberry platforms is expected to roll out in September while a microsite to provide in-depth and technical information aimed at OEM vendors, mechanics and car enthusiasts called "Techron Works" is expected to be launched in mid-August.

A nationwide consumer contest has also kicked off, with 75 items per month up for grabs, leading up to a grand prize of RM1 million. Today also sees the launch of another promotion, set to last for 75 days, whereby surprise prizes can be won by visitors to any Caltex station for 7.5 hours each day, every 75 minutes.

The new direction for the brand was based on intensive market research conducted by TNS in Caltex operating markets in Asia Pacific, South Africa and Pakistan.

Caltex currently holds about 10% market share locally and owns more than 420 stations in the peninsular.

Faizah confirmed that the re-branding exercise is being rolled out simultaneously in stages across all Caltex properties globally.

Y&R was the creative agency behind the new brand campaign, with MEC the media agency handling media planning and buying duties across the region. Hill & Knowlton is the PR agency on the account.

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