Liter Lottery [image] by Y&R Philippines for Caltex

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Liter Lottery [image]

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Industry Petrol/Gas Station
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Philippines
Agency Y&R Philippines
Chief Creative Officer Badong Abesamis
Executive Creative Director Herbert Hernandez
Art Director Judith Katigbak
Copywriter Clara Roxas, Issel Jayme
Production Sindicato
Released October 2016

Awards

Cannes Lions 2017
Media Channels: Use of Ambient Media: Large Scale Bronze Lion

Credits & Description

Title: Liter Lottery
Agency: Y&R Philippines
Brand: Chevron Philippines, Inc.
Country: The Philippines
Entrant Company: Y&R Philippines, Manila
Advertising Agency: Y&R Philippines, Manila
Media Agency: Mec Philippines, Manila
Chief Creative Officer: Badong Abesamis (Y&R Philippines)
Executive Creative Director: Herbert Hernandez (Y&R Philippines)
Copywriter: Clara Roxas (Y&R Philippines)
Studio Manager: Carlos Averion (Y&R Philippines)
Executive Art Director: Sandy Salurio (Y&R Philippines)
Copywriter: Issel Jayme (Y&R Philippines)
Chief Creative Officer - Asia: Marcus Rebeschini (Y&R Asia Pacific)
Art Director: Judith Katigbak (Y&R Philippines)
Business Unit Director: Ags Chuapoco (Y&R Philippines)
Account Director: Kat Camus (Y&R Philippines)
Account Manager: Patricie Bea Quintero (Y&R Philippines)
Senior Strategic Planner: Angela Thakur (Y&R Philippines)
Production House: Sindikato (Sindikato)
Director: Enzo Valdez (Sindikato)
Synopsis:
In 2016, Caltex launched its new Platinum fuel. To push purchase of the product – and its entire range of fuels – Caltex launched this promotion.
Outcome:
1.1.1 Billion impressions.2.233% increase in full-tank purchases.3.Caltex Clients have directly attributed to the promo a spike of 198% in fuel sales.
Campaign Description:
Gamify fueling up at Caltex by using a number that appears on the station's gas pump and a number on the car's plate.
Execution:
Caltex launched the ‘Liter Lottery’ promo.The mechanics:1.Fill your tank with any Caltex fuel.2.Wait for the liter meter to come automatically to a full stop.3.If the last number on the meter matches your plate number’s last digit, your gas is free!The promo has began running in September 2016.‘Liter Lottery’ has been mounted in 72 Caltex stations to date all over the country.
Strategy:
According to the travel app Waze’s global evaluation, Manila has the worst traffic on earth.What if we make gassing up on fuels in Caltex stations the best experience, by gamifying it.
Relevancy:
The work is relevant for Media Lions because it made use of the gas pump as a medium at the very center of the promo.