Racheal Lee
Aug 8, 2012

Caltex offers discounted fuel on Singapore's National Day

SINGAPORE - Petroleum brand Caltex has launched a new National Day campaign, entitled “The fuel democracy” campaign, to give drivers a reason to celebrate the country's 47th birthday.

The print ad for
The print ad for "The fuel democracy" campaign

The campaign empowers drivers to influence the fuel discount to be given only on National Day, by simply "liking" the Caltex Singapore Facebook page. Launched on Monday (6 Aug), the campaign was promoted via print, online banners, radio and in-store posters, in hope to gain 11,000 likes on the Facebook page by 8 Aug, from the initial 9,150 likes.

The aim was achieved by midnight of Monday. A discount of 18 per cent on Caltex’s fuel will be given tomorrow.

“The promotion embodies Caltex's brand philosophy ‘Enjoy the journey’—Singapore's journey to independence and a fun cause that all drivers in Singapore can rally around for everyone's benefit,” said Juliana Loh, brand manager at Caltex.

There are also on-ground activities to promote the discounted fuel price today and tomorrow (8 and 9 Aug) at the CBD area and Caltex petrol stations.
The media duties for the campaign have been handled by MEC Singapore.

“The 'Fuel Democracy' campaign lets Singaporeans enjoy the nation's journey on the road to independence,” Farrokh Madon, chief creative officer of Y&R Singapore, said. “It allows consumers to see the difference they can make when they engage with the brand.”

The second phase of the campaign will be launched next to continue the engagement with the audiences to celebrate National Day.

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