Going airborne to help consumers get the message

<p>To improve its 'brand of choice' image rating last year, Caltex </p><p>Philippines needed to enhance its value proposition to motorists in </p><p>terms of products and total service offerings. </p><p><BR><BR> </p><p>With deregulation, competition had become more intense and motorists </p><p>expected more from a gas station than just fuel. </p><p><BR><BR> </p><p>The role of communication was to position Caltex as a customer-friendly, </p><p>one-stop-shop for motorists. </p><p><BR><BR> </p><p>One of the tasks identified was to develop a media-based traffic </p><p>programme that would become an indispensable tool for drivers. </p><p><BR><BR> </p><p>Metro Manila is infamous for its monumental traffic jams, leading to </p><p>unpredictable travel times. Research using McCann-Erickson's proprietary </p><p>tool, Cognito, revealed was that current traffic reports were not useful </p><p>to the car-owning and driving population because: </p><p><BR><BR> </p><p>- Such programmes failed to provide real-time information, but were </p><p>rather updates of the past 30 minutes, obtained from traffic centres. </p><p>With traffic in Metro Manila being volatile, delays of even just a few </p><p>minutes could be misleading. </p><p><BR><BR> </p><p>- The existing programmes did not accurately describe the traffic </p><p>situation, but used generic terms such as "light", "heavy" or "green and </p><p>go". </p><p><BR><BR> </p><p>- None would say where the choke point was occurring or what was causing </p><p>it. </p><p><BR><BR> </p><p>- None would offer alternative routes that motorists could take. </p><p><BR><BR> </p><p>Thus, for the first time in the market, a helicopter named the Caltex </p><p>Power Chopper was used as the sole source of traffic information for the </p><p>programme Traffic Watch, therefore becoming an airborne solution to a </p><p>land-based problem. </p><p><BR><BR> </p><p>Radio was a natural choice to deliver the traffic report, as 83.6 per </p><p>cent of motorists tune in to radio broadcasts while in transit between </p><p>the hours of 6-10am. </p><p><BR><BR> </p><p>The Caltex Power Chopper flies non-stop around Metro Manila from 6-9am </p><p>during weekdays, with a highly experienced traffic reporter describing </p><p>traffic situations around the city as they happened and when they </p><p>happened. </p><p><BR><BR> </p><p>Updates of two to three minutes were delivered seven times during the </p><p>three-hour period, covering accurate descriptions of traffic </p><p>descriptions; what was causing the jam and what, if anything, was being </p><p>done about it; alternative routes to take, using Caltex stations as </p><p>reference points; and how far motorists were from the nearest Caltex </p><p>station, where they could head to use the restroom or make purchases at </p><p>Starmart, the Caltex convenience store. </p><p><BR><BR> </p><p>In addition, the Caltex Power Chopper would land to aid in emergency </p><p>situations, such as the airlifting of accident victims to hospital. </p><p><BR><BR> </p><p>The reports were simulcast live over four FM stations, catering to </p><p>Caltex's target audience. </p><p><BR><BR> </p><p>Print ads, merchandising plugs and a major press launch supported the </p><p>project. </p><p><BR><BR> </p><p>In summary, the Caltex Power Chopper's timely and useful information </p><p>helped provide relief to harassed motorists from the daily aggravation </p><p>caused by traffic jams. </p><p><BR><BR> </p><p>Caltex was therefore able to increase its relevance to motorists and </p><p>build goodwill for the brand. </p><p><BR><BR> </p><p>The project was extremely successful in generating a positive image for </p><p>Caltex from its various audiences. The radio stations also received </p><p>positive feedback from motorists, listeners and clients. </p><p><BR><BR> </p><p>Caltex considered the project a big success; the second phase commenced </p><p>last June. </p><p><BR><BR> </p><p>* This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 1999. </p><p><BR><BR> </p>