Chevron is a brand name known and recognised around the world, along with its community retail brand of Caltex.
In 2021, we were appointed to the roster of agencies for Chevron Downstream Australia as they reignited their Australian operations. We're helping them reconnect with their customers, relaunch their Puma retail network under the Caltex brand, and grow their market share in the lubricants B2B market.
A complicated restructuring and rebranding exercise took place as a result of the expiration of licencing agreements. Chevron Australia appointed New Word Order to help facilitate the process and undertake important marketing work, including taking carriage of promotions of the Australian lubricants division.
We conducted a competitor analysis to assess competitor brand messaging and positioning, interviews with key Chevron distributors in the B2B market and one-on-one interviews with the general customers. Our insights indicated a need for authentic, ‘real life’ marketing collateral with which the audience can connect. We also gleaned that the messaging needed to be kept simple.
We made the creative decision to let the products take a backseat and instead shine a light on the customers’ businesses and their distributor relationships. We supplemented our inhouse production team with award-winning documentary cinematographer Mark Broadbent and the editing finesse of Anasiou Canaris to give the videos a warm and, at times, heartfelt tone. The customers in question are mostly generations-old businesses with a story to tell. So we told some stories.
The end result was 20 video variations across five content pillars in a style you wouldn’t necessarily associate with marketing around fuel and lubricant products—something a little surprising, something that stands out from the crowd.
“We challenged New Word Order with a complex brief of showcasing the product, telling a compelling story about the customer and distributor relationship, and delivering the message that the products customers know and love are back for good.
“New Word Order perfectly captured all of those elements in a cohesive video series that authentically connects with the audience.”
— Cris Gillespie, Head of Marketing at Chevron