TLA Worldwide Credentials TLA Global Creds & Case Studies_May2019_PRINT | Page 28

INTRODUCTION
CAHILLTEX
Brief Strategy With Australia qualifying for the World Cup
in Russia TLA were tasked with leveraging
Caltex’s naming right’s sponsorship of
the Australian Men’s Football Team, the
Socceroos. With their recent move to being
a wholly owned Australian company Caltex
wanted to be seen as a ‘more Australian’
brand. TLA were tasked with ensuring Caltex
were at the forefront of the conversations
around the World Cup. TLA devised a strategy that had three strands. Firstly,
capturing the attention of the public back home by
rebranding 5 key location Caltex Petrol Stations into
Tim Cahill branded ‘Cahilltex’s’ for the duration of the
World Cup, working closely with relevant influencers,
ex-players and key media to ensure high levels of
exposure nationwide. Finally by allowing fans to show their patriotism
by creating 4,800 bespoke Caltex Socceroos
Fansies which were used as prizes in a Caltex
Facebook competition. The competition
generated over 15,000 entries and the Fansie
became the must have fan apparel for
the tournament.
Station
Takeover Footage The End Result
Secondly, providing fans with a taste of Russia and
behind the scenes content. This came through a
partnership with comedian Harley Breen and a 6
part content series filmed throughout the World Cup,
which generated over 1 million views. The PR attained, media coverage
secured and number of views of the
content series far exceeded all Caltex
set benchmarks. Most importantly
Caltex were at the heart of the
Australian World Cup campaign and
conversation leading to the most
effective leveraging campaign
the brand has ever done.
Russia
Content Piece
KEY RESULTS
5 16 60+
Petrol stations
turned into Cahilltex
World Cup Hubs TV Hit and
Print Hits Online and
social hits
15,500+ 4,800
Entries to the
Fansie giveaway
Custom Caltex
Fansies given
away
6 1M
Episode content
series filmed
in Russia Views of World Cup
Content
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