Cannes Lions
Y&R SOUTH AFRICA, Cape Town / CHEVRON / 2013
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Just to add a little context... In South Africa, the customer service attendant at a petrol station plays a key role in the customer's refueling experience. Generally, these attendants are unskilled and unqualified, so customers tend to ignore them. But Caltex wanted to make them the hero, since they are the first touch point with customers and the face of the brand.
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