TOTAL EXCELLIUM GERMANY TOUR
Title | TOTAL EXCELLIUM GERMANY TOUR |
Brand | TOTAL DEUTSCHLAND |
Product/Service | TOTAL EXCELLIUM |
Category |
C01. Use of Digital Platforms |
Entrant
|
UHURA CREATIVE MEDIA GMBH Berlin, GERMANY
|
Idea Creation
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UHURA CREATIVE MEDIA GMBH Berlin, GERMANY
|
Media Placement
|
UHURA CREATIVE MEDIA GMBH Berlin, GERMANY
|
Production
|
UHURA CREATIVE MEDIA GMBH Berlin, GERMANY
|
Credits
Stefan Reitmaier |
Uhura Creative Media GmbH |
Content Marketing Manager |
Philipp Pflüger |
Uhura Creative Media GmbH |
Communication Consultant |
Philipp Paul |
Uhura Creative Media GmbH |
Digital Consultant |
Kai Wermer |
Uhura Creative Media GmbH |
Strategy |
Hugo Reis |
Uhura Creative Media GmbH |
Art Director |
My Trinh Tao |
Uhura Creative Media GmbH |
Project Manager |
Juha Richter |
Uhura Creative Media GmbH |
Creative director |
The Campaign
EXCELLIUM is the premium fuel that ensures exceptional engine cleanliness. For the content and Social media campaign an editorial team - photographers, video- and social media editors - celebrate the love for cars. Through dialogs they taught knowledge and helpful information to promote EXCELLIUM. As a result the campaign reached 16 M Facebook fans and 1.8 M interactions in only 8 weeks.
Campaign Success
On an EXCELLIUM tour through Germany agency’s editorial team met an Oldtimer enthusiast, a car blogger, a learning driver and a taxi driver, who all generated emotional, rational and convincing content. Funny and interesting videos, insights, reports and posts showcased the tour online, on mobile devices and on social media for 8 weeks.
Describe the success of the promotion with both client and consumer including some quantifiable results
- 16 M Facebook users followed the protagonists on the EXCELLIUM Deutschland
- 18 M user interactions
- More than 15 M video views
- 25,000+ tour guides to TOTAL stations via Google’s social navigation app “Waze”
- The name recognition of the fuel doubled within the involved target group
- Additionally 30% of the users said that they already have used EXCELLIUM
Explain why the method of promotion was most relevant to the product or service
For this campaign we used a multichannel strategy including videos, a microsite and broad social media contents such as an expert answering questions of Facebook Fans live. The main targets of the 8-week campaign were to increase the name recognition of EXCELLIUM to convince costumers of the advantages and benefits of the premium fuel and to increase the sales.
The comprehensive data of comments in TOTAL’s social media channels proofed that potential costumers have a high demand for information and that emotional reasoning has a big impact on the choice of fuel. The Social media and online content should meet these special needs.