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 just explaining the production process, Caltex 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 the 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.
- Caltex created a sequential journey that unfolded as drivers moved along the road.
- The signs turned what is typically hidden behind industrial walls into a visible experience.
Author's summary: Chevron Thailand creates immersive roadside experience.