Agency: Havas Riverorchid Cambodia
Caltex Cambodia briefed the agency to help celebrate their 20th anniversary, marked by the launch of newly improved Caltex with Techron petrol with added Clean & Glide technology. But it was evident that this lift in technological performance alone would not be sufficient to give the brand a real boost in terms of awareness, empathy or usage. Three insights challenged us:
- In Cambodia – like most countries – buying petrol is a very negative experience: an unavoidable cost which no one wishes to make in a boring category.
- Petrol companies in general – but Caltex in particular – are seen as totems of bad power in which the few (wealthy people and companies) win at the expense of and the exclusion of the many (the rest of us).
- This dovetailed with a wider perception in Cambodia that the class gap has widened dramatically, with the emergence of a very small and extremely wealthy super elite set well apart from the rest of society.