Case Study: Driving Change with Caltex

1 man, 5 countries, 15 days, 1 incredible journey.

Read on to find out how MEC conceptualised and executed the first of its kind reality show with CSR at its core - Driving Change with Caltex.


The Challenge
Since 2009 the price of oil has nearly tripled, resulting in an unprecedented degree of ambivalence towards oil companies and a clear lack of differentiation for fuel brands across ASEAN*

For  the past five years, Caltex had sponsored Amazing Race Asia and Hidden Cities, the sponsorships allowed for good awareness but the brand integration was tightly controlled and couldn’t be tailored to meet specific needs

The challenge was to engage existing and new customers against a backdrop of consumer apathy. This had to be done in an entirely new and different way to stand out from the competition.

The Strategy:
We developed a unique content led strategy - a  first of its kind reality show with CSR at the core
To ensure reach and engagement, we developed multiple touch-points around the content. Owned media drove earned media –social media was key - and both were amplified through online and on air paid media. In retail POS drove awareness of the campaign 
To dial up the entertainment factor we used a celebrity host, Henry Golding, and gave him a 60 hour deadline to complete a locally relevant charitable task
The content was  filmed in the 5 priority markets – MY, HK, TH, PH, SG -  for maximum relevance and engagement

The Idea: 
Driving Change with Caltex…1 man, 5 countries, 15 days, 1 incredible journey

The Implementation

•Driven by social media, the campaign invited consumers to join in the journey by participating online and dropping off donations at Caltex stations which helped to raise awareness of station locations

•Content and call to actions were generated in real time to mimic breaking news and deliver high interest and involvement

•A dedicated microsite was created for the campaign, Facebook and Twitter feeds were also established. All channels broadcasted real-time updates using images and videos

•Henry Golding, was joined in each market by a local talent to ensure maximum engagement. Using their social media channels,  the talent relied on the help of locals to complete their tasks by the given deadlines

•A three minute wrap video was created after each mission and broadcast online and on two of FIC’s leading general entertainment and factal channels, Star World and National Geographic Channel (NGC)

•These clips will culminate in a hour-long New Years Day special on Star World.

The Results

•500 volunteers

•18,360  beneficiaries

•US$209k raised for charity

•685k YouTube views

•US$1m worth of PR from 184 press clippings

•1.4m unique users reached organically on Facebook

•Retweeted by the Prime Minister of MY

•Trending  for 3 days on Twitter in SG

•30million Twitter impressions