Wavemaker Singapore Helps Caltex to Power a World Record
Chevron has launched a regional brand campaign, titled Caltex: World Record-Breaking Fuel in partnership with Guinness World Records™ and National Geographic (FOX Networks Group). The campaign was conceptualized and executed by Wavemaker Singapore and VMLY&R Singapore; their first collaboration working on such a large scale integrated branded & content campaign.
The campaign helped to boost the credibility and superiority of Caltex with Techron®, by showing the world that Caltex is THE fuel that breaks records. It kicked off with a Guinness World Records™ attempt in Chiang Rai, Thailand, to be the “Fastest Ascent up Doi Chang Mountain Road by Car”.
Not only did Caltex set the record under stringent rules and regulations by official Guinness World Records™ adjudication, but it was done so in a 28 year old ordinary, everyday car to showcase the true power of Caltex with Techron®. Driven by professional female race driver Natasha Chang, the exciting, nail-biting, seemingly impossible story of this amazing feat was told by National Geographic, through a branded content series titled “Record Rides”.
Brian Fisher, Caltex Brand Manager, said of the campaign, “It is becoming increasingly difficult to capture attention and highlight the benefits of using Caltex fuels with the unbeatable cleaning power of Techron® to the motorists. The use of technology, stunning visuals, and informative videos opened up a new dimension that allowed us to communicate our message to the motorists effectively.”
Wavemaker South East Asia CEO, Rose Huskey, added, “From tongue-in-cheek films, witty puns, hopping onto the bandwagon of hypes quickly with clever twists, to more ‘serious’ branded vignettes and a holistic branding solution like this one.. we are constantly stepping up our game in ensuring that our offerings are not just limited to media. Now we can say that for the record, we have broken a record!”
To learn more about this campaign, visit our work section here.