Total Oil India launches integrated campaign for TOTAL QUARTZ

Total Oil India Private Limited (TOIPL), a subsidiary of Total, the world’s fourth largest international energy company is rolling out an integrated campaign for TOTAL QUARTZ engine oil.

This campaign highlights the breakthrough innovation of TOTAL QUARTZ engine oil with Age Resistance Technology (ART): it improves protection against mechanical wear by up to 64%*. This advancement has a significant impact on prolonging a car engine’s performance and longevity.

RobotQuartz also makes a comeback in this campaign, with a brand new look! Being featured in TOTAL QUARTZ communications since 2011, RobotQuartz has been revamped and is now even more modern than ever, truly embodying Total’s progressive cutting-edge technology. The campaign film is directed by a highly experienced French director Thierry Poiraud.

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The media campaign designed by CARAT will run for two months starting March 22, 2018 on out-of-home media, radio as well as digital and social media. The campaign has been launched in March with an aim to promote awareness about pre-monsoon check-ups for 4-wheelers to ensure safety and trouble free performance of vehicles in the rains. Monsoon is the season where the vehicle needs utmost care, safety, and maintenance.

Speaking about the campaign Gayatri Ojha – VP (Marketing & Corporate Communications, CSR) Total Oil India said, “This campaign is a great way to increase significant brand consideration by establishing the longer-lasting hyper-performance benefits of TOTAL QUARTZ reiterating its premium positioning. The messaging - keep your engine younger for longer - places the car engine at the center of the story thereby ensuring the presence of TOTAL QUARTZ engine oil all along the customer journey. This campaign is also significant as it marks the comeback of the RobotQuartz, TOTAL QUARTZ engine oil’s strongest asset, in a revamped and even more modern avatar.”

The campaign will see activation across- OOH, Radio, Digital and Social Media. The approach for OOH was to raise awareness across relevant genres & increases visibility. Billboards, bus shelters, kiosks and Corporate Parks in metros and key Tier I cities were used to make sure that the brand message was present everywhere. Innovative designs featuring RobotQuartz will be present at key hotspots and landmarks across Metros & Mini Metros and Non Metros. 

For Radio, it will be a high frequency led campaign with major radio stations with widespread geographical reach in each city connecting with the target audience.

For Digital, the objective was to communicate to Total’s relevant audience through tight targeting & proper selection of digital platforms namely Facebook and You Tube. In this new digital video campaign,

RobotQuartz is no longer alone. New engine-robots enter the scene, but they look very worn-out compared to RobotQuartz, as they haven’t been “nourished” with TOTAL QUARTZ. These less-maintained robots provide a strong visual comparison between the stronger performing engine treated with TOTAL QUARTZ and those without, demonstrating the campaign tagline: ‘Keep your engine younger for longer,’ which perfectly endorses the Group advertising signature: “Committed to better energy”.

Speaking about the media campaign, Carat CEO, Rajni Menon, said, “The key challenge for media while building brand awareness was to generate interest & create impact in the low involvement category. We used multi-media approach with emphasis on effective media choices using our proprietary tools”

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