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Going the Extra Mile

Going the Extra Mile

Michael Carnevale

Michael Carnevale

August 13, 2018

It can make a big difference.

"It’s essential for brands to take part in this shift by supporting the people and their local communities."

A sense of community should be at the heart of everything. That’s why petrol company Total South Africa worked with BETC Paris to showcase a commitment that goes far beyond their products and services. Lead creatives Jerome Galinha, Axel Orliac, and Albert Prenaud talk about the importance of community and the reason that the team ended up shooting two separate films.

 

How important is it for a brand to be a part of, and supportive of the local community?

Africa is a continent that’s constantly in motion, a place where everything is moving, changing, progressing. Brands have a commitment to Africa’s inhabitants who are changing it for the better with their dynamism and enthusiasm. It’s essential for brands to take part in this shift by supporting the people and their local communities.

What role does Total play in the local communities in Africa?

On a continent where traveling to a city center isn’t always an option, Total service stations are more than simple fuel providers. They are places to grocery shop, eat, have a break, transfer money, subscribe to a new entertainment provider, or even pick up your mail. These service stations play an essential role in local communities.

What’s the storyline of this new spot—and how does it convey a message of preserving community?

In the film, we follow a Total service station manager who decides to paint one of the walls of his station white. He spends the day running back and forth between helping his clients and painting this big wall. At the end of the day, we understand he was actually turning the wall into a big white screen to project a football game for his customers, for his local community.

Football is extremely popular throughout Africa, and there are still a lot of people who struggle to find a way to watch the games. By showing this station manager’s willingness to go the extra mile to help people watch the sport they love, we’re able to poignantly express all that Total is willing to do for the community.

It’s also a way to highlight Total’s partnership with the Confederation of African Football and shows Total’s involvement in the continent’s day-to-day life.

"Even though football is a universal language, the way to express emotions varies from one country to another."

How did the creative team come up with this idea?

We thought of the spot as a short film featuring the life of a petrol station pump attendant during the FIFA World Cup. We tried to put ourselves in his shoes and think of what fun idea he might come up with about football to entertain his clients, and still do what he does every day.

The idea of the fan zone came quite naturally, and we just had to build a narration that allowed us to show a few of the services and features of the Total stations before revealing the pump attendant’s brilliant idea.

Any interesting or funny behind-the-scenes stories?

Well, we had to make two versions of this film. A version for Sub-Saharan Africa and a version for the Maghreb, (i.e., Northern Africa).

Shooting the exact same movie with two different casts was a fun experience. We were all curious to see the different interpretations of the script, depending on whether the team was from North Africa or West Africa. Even though football is a universal language, the way to express emotions varies from one country to another.

Who is the target audience, and what’s the response to this spot so far?

The audience targeted is quite broad. Everyone is a potential customer of the many services that Total stations offer. So far the response to the campaign seems to be good, and we are expecting good post-test results in the months to come.

Other parts of this campaign?

The campaign is a full, 360-degree one; it’s also highlighting specific services through OOH, POS, banners, and social media assets.

"It’s essential for brands to take part in this shift by supporting the people and their local communities."

A sense of community should be at the heart of everything. That’s why petrol company Total South Africa worked with BETC Paris to showcase a commitment that goes far beyond their products and services. Lead creatives Jerome Galinha, Axel Orliac, and Albert Prenaud talk about the importance of community and the reason that the team ended up shooting two separate films.

 

How important is it for a brand to be a part of, and supportive of the local community?

Africa is a continent that’s constantly in motion, a place where everything is moving, changing, progressing. Brands have a commitment to Africa’s inhabitants who are changing it for the better with their dynamism and enthusiasm. It’s essential for brands to take part in this shift by supporting the people and their local communities.

What role does Total play in the local communities in Africa?

On a continent where traveling to a city center isn’t always an option, Total service stations are more than simple fuel providers. They are places to grocery shop, eat, have a break, transfer money, subscribe to a new entertainment provider, or even pick up your mail. These service stations play an essential role in local communities.

What’s the storyline of this new spot—and how does it convey a message of preserving community?

In the film, we follow a Total service station manager who decides to paint one of the walls of his station white. He spends the day running back and forth between helping his clients and painting this big wall. At the end of the day, we understand he was actually turning the wall into a big white screen to project a football game for his customers, for his local community.

Football is extremely popular throughout Africa, and there are still a lot of people who struggle to find a way to watch the games. By showing this station manager’s willingness to go the extra mile to help people watch the sport they love, we’re able to poignantly express all that Total is willing to do for the community.

It’s also a way to highlight Total’s partnership with the Confederation of African Football and shows Total’s involvement in the continent’s day-to-day life.

"Even though football is a universal language, the way to express emotions varies from one country to another."

How did the creative team come up with this idea?

We thought of the spot as a short film featuring the life of a petrol station pump attendant during the FIFA World Cup. We tried to put ourselves in his shoes and think of what fun idea he might come up with about football to entertain his clients, and still do what he does every day.

The idea of the fan zone came quite naturally, and we just had to build a narration that allowed us to show a few of the services and features of the Total stations before revealing the pump attendant’s brilliant idea.

Any interesting or funny behind-the-scenes stories?

Well, we had to make two versions of this film. A version for Sub-Saharan Africa and a version for the Maghreb, (i.e., Northern Africa).

Shooting the exact same movie with two different casts was a fun experience. We were all curious to see the different interpretations of the script, depending on whether the team was from North Africa or West Africa. Even though football is a universal language, the way to express emotions varies from one country to another.

Who is the target audience, and what’s the response to this spot so far?

The audience targeted is quite broad. Everyone is a potential customer of the many services that Total stations offer. So far the response to the campaign seems to be good, and we are expecting good post-test results in the months to come.

Other parts of this campaign?

The campaign is a full, 360-degree one; it’s also highlighting specific services through OOH, POS, banners, and social media assets.

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