Client: Caltex Regional

Agency: VMLY&R Singapore

#CALTEXUNSTOPPABLESTAR

Caltex is all about enjoying the journey. But during Covid, how can you enjoy the ride when you can't drive? Caltex teamed up with Def Jam Recordings and TIkTok to create virtual driving experience where drivers could showcase their rapping prowess.

How it works

3 of Asia's hottest Def Jam rap artists and an awarded producer wrote an original rap song that got integrated into a special TikTok filter, allowing you to record your own virtual in-car music video.

Results

• 1 billion views worldwide

• 408K videos created

• 30 million unique users reached in Asia

• 72 million engagements with the brand

Marketing Excellence Awards 2022

Excellence in Viral Marketing – Gold