Fuel is a low interest product, the market is highly competitive and its customers show low brand loyalty. To differentiate from other competitors and to increase market shares TOTAL created the premium fuel EXCELLIUM that has been optimized with specific detergent additives to clean the engine's vital components and thus allowing it to last longer.

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.