Chevron Thailand and Digitas Create Immersive Roadside Experience
Chevron Thailand, in collaboration with Digitas Thailand, has transformed its lubricant production story into an immersive roadside brand experience for Caltex Lubricants Thailand.
Instead of explaining the production process, the brand brought the experience directly to drivers through a series of roadside signs. These signs visually reimagined each stage of lubricant production, from refining and blending to testing and sealing, based on Caltex's real factory workflow.
The campaign, titled “Bringing the Factory to the Road,” was built on the insight that drivers rarely connect product performance with the meticulous process behind it.
- The signs were designed to turn what is typically hidden behind industrial walls into a visible, sequential journey.
- The journey unfolded as drivers moved along the road, creating an immersive experience.
Author's summary: Chevron Thailand creates immersive roadside experience for Caltex lubricants.
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