[{"type":"vizyBlock","attrs":{"id":"vizy-block-3oZ1cTUSaN","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"sortOrder":["new1","new2"],"blocks":{"new1":{"type":"heading","enabled":"1","fields":{"headingText":"Challenge","headingColour":"text-black","headingSize":"text-5xl"}},"new2":{"type":"text","enabled":"1","fields":{"text":"A complicated restructuring and rebranding exercise took place as a result of the expiration of licencing agreements.\nChevron Australia appointed New Word Order to help facilitate the process and undertake important marketing work, including taking carriage of promotions of the Australian lubricants division.","textSize":"text-base","textColour":"text-black"}}}},"buttons":"","sectionTitle":""}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-4pROQ78QKp","enabled":true,"collapsed":false,"values":{"type":"type-RVIt4Msytq","content":{"fields":{"videos":{"sortOrder":["new1"],"blocks":{"new1":{"type":"videos","enabled":"1","fields":{"videoPlaceholderImage":"","videoCode":"<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https://player.vimeo.com/video/689547500?h=2819aba5f3&title=0&byline=0&portrait=0\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen></iframe></div><script src=\"https://player.vimeo.com/api/player.js\"></script>"}}}}}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-Z59xrAwLVU","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"sortOrder":["new1","new2"],"blocks":{"new1":{"type":"heading","enabled":"1","fields":{"headingText":"Strategy","headingColour":"text-black","headingSize":"text-5xl"}},"new2":{"type":"text","enabled":"1","fields":{"text":"We conducted a competitor analysis to assess competitor brand messaging and positioning, interviews with key Chevron distributors in the B2B market and one-on-one interviews with the general customers.\nOur 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.","textSize":"text-base","textColour":"text-black"}}}},"buttons":"","sectionTitle":""}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-f5LPArKwgF","enabled":true,"collapsed":false,"values":{"type":"type-RVIt4Msytq","content":{"fields":{"videos":{"sortOrder":["new1"],"blocks":{"new1":{"type":"videos","enabled":"1","fields":{"videoPlaceholderImage":"","videoCode":"<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https://player.vimeo.com/video/689548339?h=5797d76cc7&title=0&byline=0&portrait=0\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen></iframe></div><script src=\"https://player.vimeo.com/api/player.js\"></script>"}}}}}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-EP9dMqkL3k","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"sortOrder":["new1","new2"],"blocks":{"new1":{"type":"heading","enabled":"1","fields":{"headingText":"Creative","headingColour":"text-black","headingSize":"text-5xl"}},"new2":{"type":"text","enabled":"1","fields":{"text":"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.\nWe 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.","textSize":"text-base","textColour":"text-black"}}}},"buttons":"","sectionTitle":""}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-gLOsbQtiKq","enabled":true,"collapsed":false,"values":{"type":"type-RVIt4Msytq","content":{"fields":{"videos":{"sortOrder":["new1"],"blocks":{"new1":{"type":"videos","enabled":"1","fields":{"videoPlaceholderImage":"","videoCode":"<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https://player.vimeo.com/video/689547741?h=7529fef734&title=0&byline=0&portrait=0\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen></iframe></div><script src=\"https://player.vimeo.com/api/player.js\"></script>"}}}}}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-ahQwPi3ZPn","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"sortOrder":["new1","new2"],"blocks":{"new1":{"type":"heading","enabled":"1","fields":{"headingText":"Impact","headingColour":"text-black","headingSize":"text-5xl"}},"new2":{"type":"text","enabled":"1","fields":{"text":"The end result was 60 video variations in a style you wouldn’t necessarily associate with marketing around fuel and lubricant products—something a little surprising, something that stands out from the crowd.","textSize":"text-base","textColour":"text-black"}}}},"buttons":"","sectionTitle":""}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-5dbIBMfjBJ","enabled":true,"collapsed":false,"values":{"type":"type-K9ZnVvlNxN","content":{"fields":{"heading":"“Our customers are the centre of everything we do, so we’re really proud to have created something that’s authentic to their experiences—their relationships with the distributors, their family values and the inter-generational ties in each of their businesses,” he said.  <br> <br> “We challenged New Word Order with a complex brief of showcasing the product, telling a compelling story about the customer and distributor relationship, and delivering the message that the products customers know and love are back for good. “New Word Order perfectly captured all of those elements in a cohesive video series that authentically connects with the audience.”","plainText":"** — Cris Gillespie, Head of Marketing at Chevron **","sectionHeight":"h-auto","backgroundColour":"bg-green","textColour":"text-black"}}}}},{"type":"paragraph","attrs":{"textAlign":"start"}}]