Caltex New Zealand: Caltex Locals Handshake

Caltex stations are run by local people, which gives them a unique appreciation of the local population and what makes them happy. So, at Caltex they can make sure all local customers are looked after with great service and fantastic fuel deals. J. Walter Thompson, Auckland, developed “It’s a local thing” as a distinctive, down-to-earth campaign platform that delivers this proposition to New Zealanders. To get maximum cut through for Caltex and build affinity for the brand they needed to bring their unique proposition to life with an equally unique creative approach. Using the tongue-in-cheek style of adult animation this campaign not only allowed Caltex to bring personality and relatable humour to the category, but also provided us with a communication platform that can deliver retail-heavy messaging in a way that consumers find refreshing and engaging.