Caltex is a large fuel network used in more than 60 countries in the Asia-Pacific region, the Middle East, and Southern Africa.
The aim of this campaign – that I art directed for Caltex and Woolies Rewards whilst freelancing with WooliesX in Sydney – was to educate customers to scan and earn points at more Caltex locations with a Starmart or Foodary. By focusing on the customer journey to the store, I created a series of short animations focused on visual cues that ran across Facebook, Instagram and Youtube.
I organised and led an ideas workshop with the client, developed concepts and worked with an animator to create the final ads. I met with Facebook at their city headquarters, in Sydney, to discuss how we could achieve the best results with our campaign and from this it went on to be successful for many weeks, guiding customers to Caltex outlets across Australia.
Research & Concepts
Animated and static social ads for Facebook, Instagram and Youtube
Animated display ads
Tequila is a decision engine that decides what offer a customer should receive and sends it. Woolies X with the help of data driven machine learning, was able to create a system where campaign information, offers and creative assets were all fed into a database, and was able to be pulled together in the right combination, for the right customer, at a time and on a platform of their choosing.
Our part in the project was to create assets to populate a library that could be digitally published through this process, while hitting the criteria of the different brands and offer segments. I designed and created an archive of static and animated assets whilst also working on creating templates to populate the library.
Animated and static assets
for email templates