Total is launching its new 'Space Travellers' ('les Voyageurs de l'Espace') ad campaign featuring Total's upgraded network of service stations in France and around the world. Created with advertising agency BETC, the quirky campaign will be deployed internationally, in Europe, North Africa, the Middle East and Asia.
The film, created by BETC Paris, depicts a half-human, half-extra-terrestrial crew, whose low-on-fuel spaceship touches down at a Total service station. Despite being light-years away from earth, the members of this crew find everything they need and more at the station, from Excellium fuel to the store's wares, a café and free Wi-Fi. They enjoy a pleasant, refreshing break before continuing on their way, newly "energised".
“Once the retail network had been updated, it was important to let motorists know something different was going on at Total stations and to invite them to experience the difference”, stressed Mercedes Erra, Founder of BETC and Executive President Havas Worldwide.
Making humorous use of sci-fi tropes, this commercial creates an emotional bond and worked well to promote the reinvention of the Total service stations, which are based on innovation and human interactions.
The video will play as part of a multimedia campaign managed by Dentsu-Vizeum, on television, at movie theater, on social media and in service stations.
A New Tagline
As part of its corporate brand positioning “Committed to Better Energy” launched in 2014 and 25 years after introducing the legendary slogan "You know where to turn”, this ad campaign unveils the new tagline of Total service station network "Energizing Life. EveryDay."
By switching to a new marketing tagline, Total aimed to place its service station network in a modern, future-focused era, while staying faithful to its initial trademark: customer care and quality of products and services.
The new tagline is more than catchy words. It's a strong promise to customers that Total stations change with the times and are enjoyable, pleasant places to be.
With more than four million customers served daily worldwide, the public definitely knows where to turn.