Caltex drives 47% more fuel-station visits with omnichannel campaign in Thailand

BUSINESS OBJECTIVE 

Driving conversions through unified omnichannel activation

Caltex, a petroleum brand owned and operated by Chevron Corporation, set out to maintain its leadership position in Thailand’s highly competitive fuel market while accelerating nationwide growth. With customers increasingly moving between digital and physical touchpoints, Caltex needed a smarter way to influence consideration for motorists and convert intent into in-station visits. 
 
Working with WPP Media, the global brand developed an integrated omnichannel strategy that connected upper- and lower-funnel media into a single, cohesive campaign. The team turned to The Trade Desk to help execute and measure the campaign through unified programmatic media buying across media channels – directly comparing an omnichannel approach to singular channels. Together, the team moved Caltex’s strategy from a siloed channel approach to one designed to meet customers where they are — across screens, formats, and moments — at scale. 

SOLUTION 

Delivering a full-funnel, omnichannel strategy with measurable results

To drive conversions across the marketing funnel, Caltex tapped into WPP Media’s Integrated Cross-channel solution which leveraged the agency’s proprietary planning and optimisation tools. This allowed the team to identify the most relevant inventory, screens, and locations, thus informing the campaign strategy and ad placement decisions. 

The campaign was then activated through The Trade Desk, which enabled the curated premium inventory across digital out-of-home (DOOH), connected TV (CTV), and display channels. 

The campaign drove upper-funnel awareness through DOOH placements and trending CTV content. Users who saw these ads were then retargeted through display and CTV placements, which encouraged them to visit Caltex stations. 

Identity Alliance, the cross-device identity solution that offers smarter, household-level frequency management, was a key component of the campaign’s success. It enabled holistic frequency capping across channels and devices, helping to make sure audiences weren’t overexposed while maximising cost-efficiency. 

Ad exposure was tracked across the funnel, with our path-to-conversion report augmented by DOOH Audience Reach Percentage and footfall measurement data from Lifesight. This gave the media buying team end-to-end visibility into campaign effectiveness and audience behaviour, from first impressions to fuel-station visits. 

RESULTS 

More visits, faster conversions, and greater efficiency

Through our frequency control capabilities, Caltex was able to reinvest significant savings in media spend, increasing reach by 2.4 million users (a 57% uptick in net new audiences). 

The campaign confirmed the value of an integrated omnichannel strategy, simultaneously comparing footfall from users exposed to three or more channels versus those only exposed to one. Omnichannel delivered 47% more visits to Caltex fuel stations than a single-channel strategy. Combined exposure to CTV and display ads resulted in 25% incremental reach, thanks to a low 4% audience overlap.¹ 

Visits to Caltex stations were achieved cost-effectively, with a 72% lower cost per visit than the market benchmark.¹ 

Not only did the campaign deliver on volume, but it also improved velocity. Users exposed to multiple channels visited a Caltex station 23% faster, while retargeted audiences visited a Caltex station 28% more quickly than those reached through one-time exposure.¹ 

Overall, the results demonstrate the effectiveness of running an omnichannel campaign using a unified media strategy and full-funnel measurement. By consolidating all activity through our platform, the campaign delivered more visits, faster conversions, and greater efficiency, setting a new standard for how the brand plans, executes, and measures campaigns in the Thai market.

Discover how an omnichannel approach can help you increase conversions and do so more quickly and efficiently. Contact us or reach out to your account manager at The Trade Desk today.

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^{1. Results are based on Lifesight footfall measurement and campaign reporting. Comparisons are between users exposed to three-plus channels vs. one channel during the campaign period; methodology and definitions may vary and results may not be representative of all campaigns.}