Redefining brand benefit to fit local context 'ECONOMY'
BACKGROUND: Thailand use the global version of Caltex Tecrhron ad. However, the performance of the ad was not very good.
TASK: Find other way to make Techron appealing for Thai consumers
DISCOVERY: Gasoline benefits are running around 'clean', 'acceleration' and 'economy'. However, most Thai people do not feel they need acceleration in daily life and cleanliness is something that is not visible to the eyes. Thus, those things cannot trigger them. However, economy is something people are looking for from their gasoline that has not been claimed by any brand.
IDEA: Techron helps your car consume less like never before
During my short time with Caltex, I had opportunities to work on 360 degree communication plan, from on-ground to online, to launch its Techron formula, both for Benzyl and Diesel engine. The point is again to make it relevant in Thai context. Together with client and media, we worked closely to craft communication plan together. This way of working led us to get the buy-in from all related parties very easily.