Caltex taps Def Jam SEA artists for rap challenge campaign
Petroleum brand Caltex has launched a campaign to engage musicians and their fans in South East Asia.
Participants are encouraged to use Caltex’s special TikTok AR filters to glam up their rap
The campaign, called ‘#Caltexunstoppablestar’ and created by VMLY&R, makes use of music artists from Def Jam SEA, Universal Music Group’s hip-hop label, to launch a rap challenge in Malaysia, Thailand and the Philippines.
It features a unique 60-second rap song co-written and co-produced for Chevron-owned Caltex by Malaysian singer SonaOne and performed by artists across the three countries.
The rap is divided into four 15-second sections, each increasing in speed and difficulty. With the addition of TikTok’s augmented reality (AR) filters, users can create their rap video to express how they cannot be stopped from enjoying their journey.
@pradaa_official #สนับสนุน ขอดูSkill Rapของทุกคนหน่อยย ใครคิดว่าตัวเองFlow มาจอยกันได้เลย ❤️ ❤️ #caltexunstoppablestar ♬ เสียงต้นฉบับ - Prada Thansita Dilhokanansakul
Participants are encouraged to use Caltex’s special TikTok AR filters to glam up their rap and put their best wheel forward to win numerous prizes that will be up for grabs.
“VMLY&R and Def Jam SEA helped Chevron encapsulate Caltex’s #unstoppable ethos through a fun and unique campaign,” said Dean Gilbert, general manager for marketing and sales support at Chevron.
“With Caltex’s unbeatable mileage, users can keep on going, and fuel stops become one less thing holding them back from what they want to achieve, be it performing as a rap artist or running daily errands.”
Caltex claims the campaign has already garnered over 650m views on the hashtag page, with several unique submissions from participants in 10 days.