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 28