In an everchanging world, Caltex, a stalwart in Pakistan for decades, made the strategic decision to exit its retail arm (petrol pumps), impacting its brand visibility. Competitors, leveraging aggressive marketing campaigns, posed a challenge, compelling us to devise a plan that would not only to spotlight Caltex through its best-selling lubricants but also to dispel speculations regarding a potential market exit.
We wanted to reassure the public that Caltex was here to stay, while also aiming to amplify its presence in the market, emphasizing oil change facilities and the lubricants business.
Our objective was clear - establish robust brand visibility across diverse media platforms, ensuring a lasting imprint in consumers' minds.
Caltex may have reduced its visibility, but we could not allow it to be forgotten. Caltex, with its rich history in Pakistan and beyond, was born to shine and we were going to ensure it did just that!
The iconic Caltex Star took center stage in our thematic campaign, encapsulating the brand's strengths with the mantra 'The Caltex Star, Born to Shine.'
Our concept likened Caltex to an enduring athlete, a long-distance runner surmounting challenges, focused on each lap, each race, and each successful day. Just like Caltex, the journey continues – always more to go!
Our multi-platform approach saw the campaign unfold across various digital channels: GDN, YouTube Display, Animated Banners, News Websites, Auto/Tech Portals, and Sports Websites. Traditional platforms were not overlooked, with TV coverage spanning 13 channels. Radio and print media played supportive roles in amplifying our message.
1st Agency in Africa – Pakistan Region
to launch Caltex with Techron.
Worldwide
Development & implementation of Brand Guidelines for Caltex Lubricants.
Lead Agency
In conceptualizing & producing Havoline International TVC, shot in South Africa for Pakistan, Gulf, South Africa & United States.