ride strong

With two-wheeled transportation thriving across Southeast Asia (SEA), how can Caltex’s Havoline lubricant range stand out amidst the competition?

Two-wheeled riders face some of the most unique and challenging conditions on the road. And we understood that. From high humidity and rainfall to narrow alleyways, we positioned Caltex’s Havoline lubricants as the range that helped riders Ride Strong, even in the harshest SEA conditions.

How it workED

Our integrated campaign featured a fresh and eye-catching visual grid that was debuted in a compelling brand film, and across social media posts.

Designed to resonate with riders across SEA, the film sought to empower them to connect with their true selves while overcoming the daily challenges of navigating urban traffic. By showcasing real-life moments of riders facing typical obstacles—such as bad terrain, weather, or long commutes—the film illustrated how their journey, though challenging, could be made smoother and more rewarding. Through the storytelling, we highlighted how Havoline's products support riders in maintaining their vehicles' performance, allowing them to power through these challenges with confidence and ease.

The campaign not only strengthened Havoline's brand identity across SEA but also connected with riders on a deeper level, showing that, no matter the obstacles, they could always rely on Havoline to keep their journeys moving smoothly. By aligning the brand with the everyday lives of riders, we fostered a sense of trust and loyalty, further cementing Havoline’s presence as an essential part of the rider’s journey across Southeast Asia.