We created Driving Change with Caltex – a first of its kind, content-led, multi-platform campaign to help local communities and improve Caltex brand perception.

Implemented across five countries, the real-time campaign used social media, compelling content and celebrity, mixed with the credibility of established charities in local communities.

Celebrity campaigner host, Henry Golding, raced against time to complete five community tasks within 72 hours, such as building a library for a flood-hit school in Thailand.

To maximize social media impact, we used our own bespoke campaign channels and local Caltex Facebook pages, tapping into our celebrity helpers and affiliated charities’ social channels.

We produced 177 videos with constant updates to tell compelling stories across paid, owned and earned media.

An hour-long special was broadcast, for free, in Thailand on New Year’s Day and a partnership with Fox took the digital content on air with The National Geographic channel amongst others.

It’s very rare that a petrol brand gets tweeted about by a Prime Minister, or trends on Twitter unless they do something really bad. We did both for doing something really good.

So far, we’ve helped over 19,000 children and the elderly in their communities.

97% agreed that Driving Change was a positive project.

84% are more positive to Caltex, with a massive 6 % lift in sales – incredible for a petrol brand.

Caltex continues to support these communities. Real change will only happen when the children we help save from poverty, go on to study at university.