“Total worldwide has a strong community and social brand impetus,” says Total corporate marketing manager Reina Cullinan, who adds that the new campaign's message is all about experiencing the brand in a new light.
“The value proposition of the past two decades was based on our service differential; the new campaign takes Total to a new level where we will commune on the common ground we share with our customers - products and services with a human touch, a caring approach to how we do business.”
“In a regulated fuel market,” continues Cullinan, “energy companies have to deliver value beyond price and create a relationship between consumer, product and brand. Total's focus on service and being a caring company is succinctly captured in our new creative and pay-off line.”
The campaign is based on the company's ‘We Care' mantra - because Total is aware of how much the current economic climate is impacting its customers and as a result, wants to deliver added value, beyond price.
The campaign also communicates a new pay-off line - ‘You Know Where to Turn'. Commercials are presently flighted on several television and radio channels, as well as in selected print and at point of sale.
The commercials feature powerful and emotive imagery linking the service differential to the new communication.
There are three creative broadcast and print executions, focusing on Total's Bonjour shops (a pregnant woman finds all the products to satisfy her cravings after visiting the shop), its environmentally friendlier Total Evolution fuel (surfers discover they can go further when filling up at Total) and, of course, service (an eight-year-old gets world-class service at a Total station and shop).
