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	UHURA CREATIVE MEDIA GMBH Berlin, GERMANY
Media Placement	UHURA CREATIVE MEDIA GMBH Berlin, GERMANY
Production	UHURA CREATIVE MEDIA GMBH Berlin, GERMANY

Name	Company	Position
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.