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NZ case study: Caltex with Techron & Yahoo!Xtra Traffic Cams Campaign
Client: Caltex With Techron
Target Audience: Car Drivers Males 25‐44 Metro Areas
Agency: MEC Global Wellington
Brief:
>> Increase brand awareness and to educate consumer about Techron
>> To reach the target audience ‐all people who drive
>> Generate awareness around the diesel product launch
Y!XSolution
>> Channel Takeovers
>> Content Integration
>> Time of Day Targeting
In an effort to build awareness and understanding of Caltex with Techron and to grow Caltex’s market share in the challenging New Zealand petrol market MEC successfully implemented a digital media strategy to achieve their client’s objectives.
Yahoo!Xtra provided a content platform that was engaging and of benefit to consumers. The result was a traffic camera section sponsored by Caltex, which enabled frequency of the creative messages immediately before users get into their vehicle to drive home.
The online strategy was instrumental to the success of the campaign driving awareness and understanding of the Caltex with Techronproduct. Development of engaging content with Yahoo!Xtraalso provided positive empathy for the Caltex brand.
Download full case study (pdf)
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