Brief
Caltex offers a superior quality of fuel but at a slightly higher cost. When it comes to fuel, Aussie drivers are highly price sensitive. We needed to show Aussie drivers why our fuel was worth driving the extra miles.
Idea
Caltex put their cleaning additive “Techron” into every grade of fuel. That means everyone gets it. When we get the special treatment, even if it’s something small, it makes us feel fancy.
From mowing the lawn, to performing aerials on the dirt bike, everyone feels fancy using Caltex with Techron.
Execution
The radio spots honoured everyday, average Aussies with opera songs – the fanciest of all music genres.
The juxtaposition of a fuel brand and opera music made Caltex stand out from the crowd.
Now, every Aussie driver knows where they can get the fancy stuff.
