Caltex - "Economy"

BACKGROUND: Thailand use the global version of Caltex Tecrhron ad. However, the performance of the ad was not very good.

TASK: Find other way to make Techron appealing for Thai consumers

DISCOVERY: Gasoline benefits are running around 'clean', 'acceleration' and 'economy'. However, most Thai people do not feel they need acceleration in daily life and cleanliness is something that is not visible to the eyes. Thus, those things cannot trigger them. However, economy is something people are looking for from their gasoline that has not been claimed by any brand.