The petrolium giant, the naming rights sponsor of the Australian national team (the Socceroos) leverages its rights around the World Cup by rebranding five Caltex petrol station sites across Australia as ‘Cahilltex’.
The on-site station stunt promotes the brand’s new player partnership with Tim Cahill ahead of the World Cup in June.
To leverage its Caltex Socceroos rights, the brand’s activation aims to honour Australia’s most successful footballer Tim Cahill through what it describes as a ‘world-first tribute’.
The five gas station sites were given a makeover in honour of the iconic Australian soccer star as they are transformed from Caltex Stations to Cahilltex Stations throughout May and June.
The on-site initiative was promoted through a digital, social and PR campaign that included a central video,
and a set of supporting content pieces.
#CAHILLTEX has arrived! Take a closer look at our store in North Ryde, Sydney #GoSocceroos pic.twitter.com/7PQ469yLW6
— Caltex Australia (@CaltexAustralia) May 15, 2018
Introducing, #CAHILLTEX! #GoSocceroos pic.twitter.com/as7ovsbiX5
— Caltex Australia (@CaltexAustralia) May 14, 2018
The brand’s Russia 2018 activation also includes additional strands such as a team-branded ‘Fansie / Onsie’ competition,
The #CaltexFansie is here! The @Socceroos have theirs and here's your chance to win yours. T&Cs apply. Enter now: https://t.co/gpTLGtAbPO #GoSocceroos pic.twitter.com/J7ysLM6YBo
— Caltex Australia (@CaltexAustralia) May 15, 2018
while further content running under the rights-holder’s badging such as squad comparison analysis,
2014 vs 2018: How the Caltex Socceroos FIFA World Cup squads comparehttps://t.co/h4Iy86xsxa
— Caltex Socceroos (@Socceroos) May 16, 2018
and player highlights.
He’s scored prettier goals, but @Tim_Cahill knows it doesn’t matter how they go in. #GoSocceroos pic.twitter.com/73qedwRfOB
— Caltex Socceroos (@Socceroos) May 16, 2018
Comment:
The on-site rebranding idea reminds us a little of KFC’s approach to activation its Australian Cricket sponsorship around the Ashes in 2013 (see case study).
This Caltex player-led play on words station stunt has generated plenty of PR and not all off it positive.
Indeed, Caltex has found itself the subject of media and fan conspiracy theories as its campaign launch coincided with Cahill being named in the Socceroos’ 26-man training squad for the World Cup.
ICYMI: Our 26-man squad for the pre-tournament training camp in Turkey and friendly match against Czech Republic. pic.twitter.com/xvQYJN9NSz
— Caltex Socceroos (@Socceroos) May 15, 2018
The selection, which saw Cahill chosen ahead of Scotland-based striker Jamie Maclaren (arguably Australia’s in-form striker) despite the 38-year-old having played only 63 minutes of club football in the last five months and not scoring at club level for a year.
@jamie_maclaren has started to think outside the box for his next @Socceroos call up. #socceroos #cahilltex #WorldCup2018 @HibsOfficial pic.twitter.com/uilZEd4Wy6
— Talking Dribble (@talking_dribble) May 15, 2018
Indeed, the Football Federation Australia (FFA) was even forced to deny that Cahill’s selection was influenced by commercial interests.
The Socceroos World Cup work follows on from its recent, thoughtful ‘Future Of Australian Football’ initiative with fellow sponsor NAB (see case study).
Links:
Caltex
https://www.youtube.com/user/AllAustralianCaltex
https://www.facebook.com/CaltexAu/
https://twitter.com/CaltexAustralia
https://www.instagram.com/caltexaustr…
Socceroos
Football Federation Of Australia
