Caltex honours Australia’s greatest footballer, Tim Cahill in a world-first tribute.
Winner PR Idea of the Year & Major Sponsorship
2019 Mumbrella Sports Marketing Awards

With Australia qualifying for the World Cup in Russia, TLA were tasked with leveraging Caltex’s naming right’s sponsorship of the Australian Men’s Football Team, the Socceroos. With their recent move to being a wholly owned Australian company Caltex wanted to get behind our national team and make sure Caltex were at the forefront of the conversations around the World Cup.

TLA devised a strategy that had three strands. Firstly, capturing the attention of the public by rebranding five key location Caltex Petrol Stations into Tim Cahill branded ‘Cahilltex’s’ for the duration of the World Cup, working closely with relevant influencers, ex-players and key media to ensure high levels of exposure nationwide.

Secondly, providing fans with a taste of Russia and behind the scenes content. This came through a partnership with comedian Harley Breen and a nine-part content series filmed throughout the World Cup, which generated over 1.5 million views.

Finally by allowing fans to show their patriotism by creating 4,800 bespoke Caltex Socceroos Fansies
which were used as prizes in a Caltex Facebook competition. The competition generated over 15,000 entries and the Fansie became the must-have fan apparel for the tournament.


View this post on Instagram


The dogs are obviously as impressed as I am with my World Cup onesie. If you want to cheer the @Socceroos home in your Fansie, head to #GoSocceroos #CaltexFansie @caltexaustralia @Socceroos

A post shared by Eamon Sullivan (@eamon_sullivan) on

The PR attained, media coverage secured and number of views of the content series far exceeded all Caltex set benchmarks. Most importantly Caltex were at the heart of the Australian World Cup campaign and conversation leading to the most effective leveraging campaign the brand has ever done.