To introduce its specially formulated fuel, Caltex with Techron, Caltex (a subsidiary of Chevron) kicked off its biggest ever-marketing initiative in Thailand.
"Thailand is the first country in Asia to sell the new Techron, which is only available in Caltex stations," said Ralph Perry, country chairman, Caltex Oil Thailand. Targeting general car motorists, who use benzene and gasohol fuel, the objective of the 360-degree campaign was to introduce the cutting edge benefits of Techron fuel, said Cholakan Visutipitakul, business development director at Y&R, which handles the Caltex account. "Caltex with Techron contains a technologically-advanced, specially formu- lated and patented synthetic fuel system cleaning ingredient that removes injector tip deposits," said Cholakan. "The campaign talks about the key benefit of Caltex with Techron, which is 'unbeatable cleaning power'."
"Thailand is the first country in Asia to sell the new Techron, which is only available in Caltex stations," said Ralph Perry, country chairman, Caltex Oil Thailand. Targeting general car motorists, who use benzene and gasohol fuel, the objective of the 360-degree campaign was to introduce the cutting edge benefits of Techron fuel, said Cholakan Visutipitakul, business development director at Y&R, which handles the Caltex account. "Caltex with Techron contains a technologically-advanced, specially formu- lated and patented synthetic fuel system cleaning ingredient that removes injector tip deposits," said Cholakan. "The campaign talks about the key benefit of Caltex with Techron, which is 'unbeatable cleaning power'."
The 30-second TVC showcases a brand icon, 'Techron Man', who protects the engine from dirt with his muscle power and keeps it clean and efficient at all times.
The campaign follows an exclusive '5 Star' programme launched by Caltex late last year in which over 10,000 customer service attendants were retrained, all service stations were upgraded, and retailers given incentives to provide unsurpassed customer service. Shell, meanwhile, earmarked 40 million baht (US$1 million) for a series of sales promotional activities for New Shell Diesel, "to ensure more access to the target audience", said Supan Sutthisarn, general manager, retail, Shell Thailand.
A JWT-created print campaign was designed to build recognition of New Shell Diesel among the target group and announce an added benefit: 'Better protection from better cleaning' at no extra cost.
To reiterate this benefit to a highly price-sensitive diesel-using target audience, the print ad shows a shell immersed in the sea with an additional part of it above water-level, implying extra benefits at the same cost.
The total petrol market media spend in 2005 was 549 million baht, of which PTT, the largest petrochemical group in Thailand, accounted for 380 million baht, Shell spent 48 million baht, Caltex 45 million baht and Bangchak accounted for 44 million baht, according to Y&R's Cholakan.
