Caltex was seen as an expensive economy fuel brand in the Philippines.

While the brand had a special additive (Techron) that:

- improved fuel economy

- gave cars more power

- made for a smoother drive

- provided more reliable performance

- and lessened emissions

awareness and esteem of the additive had been dropping over the past 5 years, causing motorists to lump Caltex with economy brands, and to feel like the brand was not worth the extra spend. As such, use of Caltex was as a substitute; the brand used when their first choice was unavailable.

For the launch of Caltex’ newest product, Caltex Platinum, which contained 50% more Techron, Caltex knew it needed to justify the price premium, especially since they were already seen as expensive. The brand had a regional above-the-line campaign to help motorists understand the benefits and worth of Techron, but a Philippine market track revealed that Filipino motorists are more influenced by personal experience rather than advertising when it comes to choosing fuel. As such, Caltex Philippines decided to mount an in-station activation to induce trial of Caltex Platinum.

Inspired by Filipinos’ cheerfulness and love for improvisation, Caltex decided to inject some fun into the fueling up experience through Liter Lottery! The activation improvised Caltex’ fuel pumps into slot machines and gamified fueling up through these simple rules: if a motorist opted for a full tank of Caltex Platinum, they could play Liter Lottery. If the last digit of their plate number matched the last digit of the fuel pump, they would get the full tank for free!

While the activation idea was simple, it tapped on a cultural cornerstone of the Filipino people: they love to laugh and enjoy themselves. The activation also allowed Caltex to own a medium that has never been owned before: the gas pump. Through a simple addition to the gas pump’s design, Caltex was able to change the disposition of motorists, from tired while performing a functional task, to excitedly engaging with the Caltex brand.

The results:

- Over 5,000 people opted to play Liter Lottery, allowing Caltex to sell 277,196 liters of Caltex Platinum, despite the price premium.

- A 208% increase in full-tank purchases thanks to the activation and

- A 31% increase in sales per station, per day that the activation was mounted.

Liter Lottery was not just creative. It positively affected Caltex’ business.