27/04/2016 Press release
TOTAL “SpaceTravellers” – Something Out of this World Will Be Coming to Our Service Stations
On May 2, extraterrestrial visitors will be landing at TOTAL service stations in Germany! With the international advertising campaign “Space Travellers”, TOTAL will be seeking to highlight the friendliness and high service quality of its service stations. In its search for fuel, the crew of a spacecraft discovers the comfortable atmosphere which TOTAL has made the motto of its revised claim “Energizing life. Every day.”
The extraterrestrial visitors, created in cooperation with BETC as international lead advertising agency, supported in Germany by KNSK and for online communications by Uhura, have already landed in TOTAL’s French domestic market and little by little are starting to take an exploration tour through Europe, North Africa, the Middle East and Asia. The theme is the highly modernized brand presentation by TOTAL with the corresponding re-organized service stations and future-oriented service and communication offers. In cooperation with the media agency Carat, the “Space Travellers” will also be capturing German television and German social media and Internet platforms in three different film versions over the next several weeks.
“Our international campaign “Space Travellers” shows the innovative ability of the TOTAL brand”, Hans-Christian Gützkow, Manager Director of TOTAL Deutschland GmbH, pointed out. He added: “We are revamping our service stations in order to make our customers’ lives more comfortable. We are introducing new offers, products and services. Digitalization will be making its entrance in our service stations. For the future, we plan to offer free WiFi at rental stations and will be facilitating digital payment!” At the same time, the modern service station design developed by TOTAL for new buildings in the past is now being rolled out extensively with the revamping of existing service stations. In this way, the brand confirms its pretensions on the German market.
The core of the advertising campaign “Space Travellers” shows the crew of a spacecraft: part human, part extraterrestrial fantasy figures, who are running out of fuel on their journey through the vast expanse of space. They land with their ship just in time at a TOTAL station, lightyears away from Earth. There they find everything they need and much more-from TOTAL EXCELLIUM Premium fuel to a choice selection of goods and services in the shop, such as freshly brewed coffee with its aroma and free WiFi. The astronauts enjoy a pleasant – and refreshing-break before they go their way again, now re-energized.
The International Positioning “Energizing Life. Every Day.”
As part of the group’s brand claim introduced in 2014 which supplemented the TOTAL logo by “Committed to Better Energy” at corporate level, the new advertising campaign reveals the new international slogan of the TOTAL service station network: “Energizing Life. Every Day.” Against this backdrop, the well known TOTAL slogan in Germany is also being further developed: “Auftanken und wohlfühlen. Tag für Tag.” With 650,000 customers per day and some 1,200 service stations, TOTAL ranks third among the German service station operators. In the past several years the brand invested heavily in Germany and is along a clear growth track. Guillaume Larroque, Director Service Stations of TOTAL Germany, explains: “The newly designed slogan, “Auftanken und wohlfühlen. Tag für Tag.” is a reliable promise to our customers that TOTAL service stations are comfortable and relaxing places to spend time. For this purpose we, who indeed have a cutting edge over the competition, offer innovative products for the mobility of our customers such as natural gas, hydrogen or electrical fast chargers alongside traditional quality fuels.”
Total is a global integrated energy producer and provider, a leading international oil and gas company, and the world’s second-ranked solar energy operator with SunPower. Our 96,000 employees are committed to better energy that is safer, cleaner, more efficient, more innovative and accessible to as many people as possible. As a responsible corporate citizen, we focus on ensuring that our operations in more than 130 countries worldwide consistently deliver economic, social and environmental benefits.
About the Total Service Station Network
Worldwide, over four million motorists a day in 65 countries fill up their tanks at one of Total's 16,000 service stations. Total is the market leading fuel retailer in France. Through its network of 2,200 stations Total serves more than a million customers each day. In Germany, Total runs about 1,200 stations and is ranked third in the market. Europewide, the key is our Total card with 15,000 acceptance points all about the continent in 16 countries: Andorra, Austria, Belgium, Czech Republic, Denmark, France, Germany, Great Britain, Hungary, Italy, Luxembourg, Poland, Portugal, Slovakia, Spain, and The Netherlands.
About TOTAL Deutschland
As part of a group active in over 130 countries, TOTAL is also one of the leading agents on the energy market in Germany. With fuel and lubricants for private customers, the industrial and commercial sectors, as a supplier of heating oil, liquid gas, air fuels, bitumen or special products for the industrial sector, TOTAL helps you to get ahead every day anew. TOTAL is internationally committed to safe and sustainable energy supply: as a producer and supplier of petroleum and natural gas, a globally leading photovoltaics module manufacturer with the brand SunPower and, especially in Germany, through research on hydrogen as the fuel of the future. In Germany TOTAL operates the third largest service station network with some 1,200 service stations as well as the most modern refineries in Leuna. The group maintains a wide range of chemical products and is active from plastics production down to special applications for the automotive and aerospace industries. TOTAL ensures some 3,500 jobs in Germany.
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