Total launches ‘Road Movie’ campaign as Africa footprint expands

Total is launching its “Road Movie” ad campaign in Nigeria today, October 19. The campaign is designed to bolster Total’s efforts to expand in fast growing Africa footprint and achieve its goal of doubling its presence on the continent between 2012 and 2017.

“We wanted to show that Total is constantly adapting its operations to be able to support

Africa during its dynamic development,” commented Momar Nguer, senior vice president, Africa/Middle East at Total Marketing and Services. “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 partnership with key chain restaurants, electronic and mobile payment.

“Combined with our expertise, which is recognised by our customers, these additional selling points make Total much more than a mere fuel retailer.”

Fresh and contemporary, the “Road Movie” ad campaign capitalises on two key components of the brand’s advertising DNA – closeness to the customer and humour. 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 play 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 campaign includes a strong digital component, with short clips developed specifically for the web and social media.

The campaign also unveils Total’s new advertising tagline – “Energising life. Every day” – which is 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 Nigeria and across Africa, by showing them how Total is evolving for them and with them,” said Alexis.