Caltex cleans through the clutter with Techron® Cabs
Vehicle branding and transit media specialist, Graffiti, has once again got Caltex with Techron® cleaning a path through Johannesburg’s outdoor advertising clutter with its latest fleet of 20 branded cabs. The branded cabs are the fourth cab fleet to be wrapped by Graffiti on behalf of Caltex in recent years and this latest campaign follows hot on the heels of Caltex’s fleet of Techron®-branded trucks which were emblazoned with the iconic Techron® “Bubbles” last year.
As with the branded truck fleet, Chevron South Africa once again decided to utilise a trusted transit advertising medium to cleverly convey their Caltex with Techron®-clean messaging in amongst the vast quantities of outdoor advertising in the Johannesburg area. The instantly-recognisable bright blue bubbles of the Techron® campaign dotted on vehicles in the Gauteng traffic make for an eye-catching campaign. In addition to the branding of the cab fleet, Caltex also chose to operate the entire fleet solely on Caltex with Techron® fuel, thereby visibly conveying the performance benefits of its fuel on a daily basis by helping to keep a busy fleet of cabs on the roads.
Commenting on the newly-branded cabs, Chevron South Africa Brand Manager, Jill Koopman says, “Having had a long association with branded cabs, we believe them to be a very effective advertising medium in that they come across as unique and fun, thereby attracting a great deal of attention. The Caltex with Techron® ‘Bubbles’ campaign is no exception, but in this particular case the branded cars have also afforded us the opportunity to demonstrate the cleaning power of our fuel by actually operating the fleet on the Caltex with Techron® fuel. This of course meant we had to choose our cab partner very carefully, ensuring that the vehicles themselves were in line with our brand promise of a clean, safe, reliable and quality product.”
The branded cabs were also used as part of the recent Caltex/Metro FM Easter campaign where listeners were tasked with spotting the cab containing the popular Caltex white rabbit in order to win R5000 worth of Caltex with Techron® fuel. Explains Koopman “The white rabbit was driven around in one of our branded cars with the listeners having to identify the cab containing the rabbit at a Caltex forecourt and then actually having to run up and touch him in order to win the R5000 worth of fuel. It was a hugely popular competition and our listeners had a great deal of fun tracking down the rabbit. And obviously our cabs were a fundamental part of this promotion.”
Graffiti Managing Director John Rice adds, “Caltex is an example of a client that takes full advantage of the cab media offering. Not only have they branded the vehicles, but they have elected to put their money where their mouth is by running the entire fleet on their Caltex with Techron® fuel. What better way to demonstrate the effectiveness of the cleaning power of their fuel? Finally, they took the mobile medium just a step further by using the cabs as a fundamental part of their Easter radio campaign. All in all, it’s a brilliant example of just how much can be done with transit media if you maximise the offering.”
Ends Koopman, “The branded cabs were perfectly suited to this particular campaign. They enabled us to actually live our brand line of ‘It’s How You Get There” by affording us the opportunity to keep the cabs running smoothly and reliably and of getting the passengers where they need to be. All whilst being transported in a super-stylish Caltex with Techron®-branded vehicle!”
For further information regarding vehicle branding and transit media contact John Rice at Graffiti on (011) 691 8400/08.
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