Staff Reporters
May 7, 2015

CASE STUDY: Caltex gets brand lift in SEA via game-in-video campaign

The petrol company worked with TubeMogul, MEC and Y&R to significantly improve recognition for its Techron brand using an in-video game experience and programmatic audience targeting across six Southeast Asia markets.

Objective

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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