Total has launched its “Road Movie” ad campaign, in Ghana, and 27 other African countries, designed to bolster the company’s efforts to expand in fast-growing Africa, according to an official statement.
The campaign is also to achieve Total’s goal of doubling its presence on the continent between 2012 and 2017.
Momar Nguer, Senior Vice President, Africa/Middle East at Total Marketing & Services, said in the statement, “We wanted to show that Total is constantly adapting its operations to be able to support Africa during its dynamic development,” “The campaign will breathe new life into our brand by showcasing real-world examples of our capacity to innovate – from the new look of our service stations to our continuously updated range of products and services, which now includes HI-Perf, a specially designed engine oil for Motor Bikes, and soon mobile payment system and Awango Solar Lamps.
Combined with our expertise, which is recognized by our customers, these additional selling points make Total much more than a mere fuel retailer.”
Fresh and contemporary, the “Road Movie” ad campaign capitalizes on two key components of the brand’s advertising DNA – closeness to the customer and humour, the statement said.
The TV ad features a group of four musicians trying desperately to get to their gig. Due to the difficulties they encounter, they end up stopping at TOTAL service stations, which ultimately enable them to reach their destination.
The many innovations developed by Total over the past few years, the statement said, played a key role in the story.
“They are also presented from a particularly quirky angle in the campaign posters, with a trendy, colourful layout,” the statement said.
“In addition, the campaign includes a strong digital component, with short clips developed specifically for the web and social media“.
The statement said the campaign also unveiled Total’s new advertising tagline – “Energizing life. Every day” – which was designed to serve as a sustainable symbol of the company’s commitment to its customers “.
“The new tagline aims to bring our brand even closer to our customers in Ghana and across Africa, by showing them how Total is evolving for them and with them,” commented Olivier Van Parys,” Managing Director of Total Petroleum Ghana Limited.
“We want our customers to know that Total contributes to their energy on a daily basis. It’s more than just a tagline; it’s our company’s firm commitment,” he said, according to the statement.
Source: GhanaWeb
