In a branded content move, Fox International Channels (FIC) has partnered with petroleum company Caltex to be the official broadcast partner for a new reality show titled Driving Change with Caltex.
The programe centres around Caltex’s social investment activities in five countries, namely, Singapore Malaysia, Hong Kong, Thailand and the Philippines.
As part of this partnership, FIC has developed an on air marketing campaign that spans across FIC’s channels throughout Hong Kong and Southeast Asia.
Driving Change with Caltex was produced and directed by production company Active TV and conceptualised and managed by MEC Access, a branded entertainment division of media agency MEC.
Caltex’s social investment campaign focuses on engaging the public through on air, online, and offline platforms and hopes to drive brand visibility whilst promoting volunteerism.
“We believe in giving back to the communities we do business in through meaningful social investment initiatives focused on education, training and skill-building,” Dorothy Cheong, regional integrated marketing manager, Chevron International said.
She added that the projects chosen were specially selected for their relevance to the local markets and are ongoing charities that the organisation already works with.
FIC has also asked local celebrities to be featured in the TV series and has worked with Caltex to develop a microsite to encourage viewers to share the campaign with their friends.