Chevron Cambodia: Caltex Techron

Chevron, an American energy corporation, used celebrity interaction to promote its Caltex petrol brand in Cambodia.

Agency: Havas Riverorchid Cambodia

Campaign Strategy

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:

  1. 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.
  2. Petrol companies in general –...

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