To­tal Voy­age to Space


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 Idea

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 DentsuVizeum, 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.

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