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Launching Pumped across the media mix

Case Study Caltex

 

How could Caltex convince customers they had something better to offer now that they were no longer part of AA Smartfuel – and protect volume and market share?

Enter Pumped. Pumped was the existing fuel loyalty programme at Z Energy, with Fly Buys and Airpoints as partners. This was a strong proposition for Caltex, offering customers not only every day fuel discounts but the added benefit of being able to earn Fly Buys points or Airpoints dollars.

Chemistry created an integrated launch campaign building on the Caltex brand positioning  ‘It’s a local thing’. The campaign was driven by a series of animated brand TVCs created in partnership with Yukfoo, which were then repurposed  across the media mix to drive engagement and sign ups.

Caltex Pumped ‘Conga’ TVC 30″ from Chemistry on Vimeo.

 

Caltex Pumped ‘Granny’ TVC 15″ from Chemistry on Vimeo.

A considerable part of the media budget was invested in Facebook & Instagram. We took key frames from the TVCs and reworked them into a number of short videos in our in-house studio, with a mix of 15 and 6 second executions.

To date the videos have delivered strong scale with 8.3 million impressions and over 800,000 unique reach, with an average frequency of 10 ad views across the campaign.

Caltex Pumped Social Save 1 of 3 from Chemistry on Vimeo.

Caltex Pumped Social TVC Story v 2 from Chemistry on Vimeo.