#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 a one-of-a-kind virtual driving experience for consumers across Malaysia, the Philippines and Thailand. Here, drivers could showcase their rapping prowess (think carpool karaoke but rap version), and enjoy their (virtual) journey, from anywhere.

How it workED

We got 3 of Asia's hottest Def Jam rap artists and an awarded producer, SonaOne, to compose an original catchy, tongue-twisting, free-flowing rap. This 60-second rap was divided into four 15-second sections, each increasing in speed and difficulty. The rap’s energetic beats and clever wordplay were designed to capture the spirit of resilience and confidence, making it perfect for the modern journey we wanted to highlight.

This rap was then integrated into a specially-designed TikTok AR filter, offering users across Asia the chance to record their own virtual in-car music video. With the filter, users could immerse themselves in a dynamic, interactive experience that showcased them “driving” through different virtual landscapes while rapping along. The filter allowed users to express how nothing could stop them from enjoying their journey—whether it’s the thrill of the road or the determination to stay positive, not even a pandemic could hold them back.

AWARDS

Marketing Excellence Awards 2022 | Excellence in Viral Marketing – Gold