 a complicated restructuring and rebranding exercise took place as a result of the expiration of licencing agreements chevron downstream australia appointed new word order to help facilitate the process and undertake important marketing work including taking carriage of promotions of the australian b2b fuels and lubricants division we conducted a competitor analysis to assess competitor brand messaging and positioning interviews with key caltex fuels and lubricants distributors in the b2b market and one on one interviews with the general customers our insights indicated a need for authentic real life marketing collateral with which the audience can connect we also gleaned that the messaging needed to be kept simple we made the creative decision to let the products take a backseat and instead shine a light on the customers businesses and their distributor relationships we worked with a videographer to give the videos a warm and at times heartfelt tone the customers in question are mostly generations old businesses with a story to tell so we told some stories the end result was 60 video variations in a style you wouldnt necessarily associate with marketing around fuel and lubricant products something a little surprising something that stands out from the crowd 