SINGAPORE, 9 September 2010 – Chevron Singapore bagged two awards at the recent Singapore Media Awards 2010, winning Best Value Media Campaign and Best Use of Radio for its Caltex Diesel with Techron D Song Challenge advertising campaign.
The advertising campaign supported the launch of Caltex’s new diesel product – Caltex Diesel with Techron D. Getting word out on Caltex Diesel with Techron D was a challenge due to the small fraction of diesel users in Singapore who are primarily commercial drivers. These drivers spend many hours in their vehicles each day.
A Caltex Diesel with Techron D Mandarin jingle was developed by MEC Singapore to reach out to these drivers via the Chinese radio station Capital 95.8 FM. Furthermore, a five-week Caltex Song Challenge was held. The game was modeled on the popular TV game show – Don’t Forget the Lyrics – where listeners had to call the radio station to continue singing parts of a song when the music ceased. The catchy jingle was played at high frequency across all timebelts with teasers and challenge trailers airing for two weeks. This was accompanied by a lucky draw contest with a minimum purchase of Caltex Diesel with Techron D, which induced trial amongst customers.
“The song challenge proved to be a hit. It not only entertained diesel drivers who are constantly on the road, but also communicated the benefits of Caltex Diesel with Techron D through the catchy use of rhythm,” said Juliana Loh, Caltex Brand Manager, Chevron Singapore.
“The results of the campaign were fantastic as research showed that we surpassed our targeted level of awareness of Caltex Diesel with Techron D among consumers,” she added.