Caltex wanted to increase brand awareness for its Techron product, a fuel variety that the company claims works molecule-by-molecule to keep engine parts clean. The company wanted to change the perception that all fuels are the same, and to tap the storytelling power of video and interactivity to increase engagement.
Strategy and execution
Caltex and MEC partnered with TubeMogul to execute a regional cross-screen campaign, targeting young...
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