Caltex has always celebrated the people who keep us moving every day — drivers. Then, the COVID-19 lockdown happened around the world. The lockdown, however, didn’t stop all drivers from keeping the cities moving. How can Caltex keep drivers going not just through their fuel, but with their state of mind as well?
OUR INTEGRATED SOLUTION
Filipino drivers always listen to and sing-along to the radio. So, VMLY&R merged Sound Technology and Psychology with the agency’s expertise in creating iconic music for brands.
VMLY&R’s creative team wrote the song “On and On” with lyrics celebrating drivers. Its beats are fused with a tempo that’s double the resting human heart rate to get it elevated. Paired with Psychoacoustics, the song’s frequency was matched with the human mind and body’s natural frequency at 432 hertz instead of the 440 hertz of usual songs. This gives listeners complete synchronization with the song, elevating their mood and keeping them going.
CONNECTED BRAND EXPERIENCE
VMLY&R provided ideation and background research to Caltex’s challenge. Ensuring drivers hear “On and on”, the agency oversaw everything from production to implementation. The song aired on local radio stations at the drivers’ busiest times of the day. A music video was filmed featuring essential drivers working during the lockdown and was released on social media in the middle of the Philippines’ Extreme Enhanced Community Quarantine. On Spotify, earnings from the streams are donated to displaced drivers. And Caltex, committed to keeping drivers going, was inspired to extend the fuel discount promos for public utility drivers and essential transporters.