TLA Worldwide receives global recognition for CAHILLTEX Campaign

A year on from the Caltex Socceroos World Cup Campaign and the work by TLA Worldwide is continuing to kick goals. Overnight, the campaign titled ‘CAHILLTEX’ which saw Caltex rebrand key stores ahead of the 2018 FIFA World Cup in support of the Caltex sponsored Socceroos and Australia’s greatest ever player, Tim Cahill, was announced as a finalist in the inaugural Hashtag Sports Awards.

The Hashtag Sports Awards are open to campaigns from across the globe and honour excellence in fan and consumer engagement across sport. The winners will be announced in a Live Show at TheTimesCenter in New York City.  Other announced finalists include the NBA, NHL, NFL, Bleacher Report, Momentum Worldwide, ESPN, Nascar, R/GA, Jung von Matt, CSM and FIFA.

Hashtag Sports, based in the USA, is regarded as one of the industry’s most influential conference and community for media and marketing professionals across sport.   Finalists were determined by the Engagement Academy of Sports & Entertainment, a prestigious group of CMOs, executives, athletes, and other engagement experts from across the global sports media and marketing ecosystem.

The CAHILLTEX campaign was awarded a finalist position in the category of ‘Most Creative Partnership with an Athlete or Influencer’.

James Ward, TLA’s Head of Events and Consultancy was excited with the finalist nomination. “Looking at the other calibre of finalists it is pretty exciting and very humbling to have our name alongside some of the world’s leading sporting bodies and agencies.  It was a great campaign to work on and we thank Caltex and the FFA for allowing us to do something different around the world’s biggest sporting event.”


Kicking goals with CAHILLTEX

The Brief

With Australia qualifying for the World Cup in Russia TLA were tasked with leveraging Caltex’s naming rights sponsorship of the Australian Men’s Football Team, the Socceroos. With their recent move to being a wholly Australian owned company, Caltex wanted to be seen as a ‘Proudly Australian’ brand in line with their overarching marketing platform. TLA were tasked with ensuring Caltex were at the forefront of the conversations around the World Cup.


The Strategy

TLA devised a strategy that had three strands. Firstly, capturing the attention of the public back home by rebranding 5 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.


The End Result

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.

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