Bringing Texaco Stars to Europe

Long-standing Torque client, Chevron planned to reintroduce Texaco Lubricants across Europe. The project would involve lubricant products sold in its three core markets; consumer vehicles, commercial vehicles and industrial applications in multiple European countries. This complex external strategic marcoms brief also required an internal marcoms plan to ensure all buy-in from all business partners and stakeholders.

Strategy

The multidisciplinary project required a cross-Europe multi-language marketing, digital, PR and advertising programme, to showcase the Enduring Performance of the Texaco brand. We created the Texaco Stars campaign.

Torque created a structured 2020 digital, PR and marketing programme, managing full implementation with our global Automotive PR network partners in seven key European markets.  

This interactive PR campaign was implemented in partnership with Texaco Lubricant business partners throughout 2020.

The Torque studio created a multimedia deck and keynote speech to unveil and explain the programme to stakeholders at an international distributor conference, in Belgium in October.

We launched and now manage two new Texaco Lubricants social media channels, using these platforms to maximise brand exposure, drive awareness and create engaging content with the athletes supporting Texaco as brand ambassadors. 

Results

Torque was able to fully deliver this complex campaign in a tight timeline, working in close collaboration with both our client and other partner advertising and digital marketing agencies. The 2020 Texaco Stars marketing programme is set to begin in January, putting our integrated ideas into action. Paid social media advertising reaped immediate results for the Texaco brand, which when combined with organic reach, resulted in over 620,000 engagements in the first six weeks.