Total encountered low brand perception in the fuel industry, where competition is high, consumer loyalty is low, differentiation is difficult and options are abundant. Additionally, remaining silent by not communicating for a long time lost a lot of space in the consumer's mind. The brand, which transformed into TotalEnergies by investing in sustainable energy resources, decided to communicate both to explain its sustainability-oriented brand transformation to the consumer and to take back the place it lost in the consumer's mind. The goals set in this context are to increase the sales of fuel and non-fuel products, to ensure that consumers are aware of the brand transformation and visit by increasing brand appreciation, to increase the brand's image criteria, increase brand awareness, to increase the Brand Desired Share. Total wanted to embrace sustainability, which is a strong area, and differentiate itself in the sector. However, research has shown that Turkish consumers' knowledge of the concept of sustainability is quite low. Therefore, the brand realized that it needed to inform the consumer about the concept of sustainability when communicating.

There are 90 distributors and more than 13000 stations in the Turkish fuel category.The Energy Market Regulatory Authority imposes restrictions on brands regarding prices and products.Fuel oil is perceived as a commodity so it is difficult to differentiate and consumer loyalty is low.79% of users do not find it harmful to buy fuel from different brands.Total has been operating in the Turkish market for 30 years.In 2022, it maintained its place as the 5th largest brand in the Turkish fuel market with a network of more than 500 stations. However,the brand entered a period of silence in communication and suffered a blow in its image scores.The top-of-mind score decreased from 6% to 4% and the total spontaneous awareness score decreased from 43% to 23%.Brand preference score decreased by 3.7 points. Meanwhile, Total focused globally on sustainable energy sources and underwent corporate transformation.It aimed to ensure a sustainable future by developing low-carbon products, investing in renewable energy sources and increasing energy efficiency. For this purpose, Total entered the corporate transformation process by taking the name TotalEnergies. To announce this transformation, Total relaunched and announced its "sustainable energy" vision. However, sustainability was a difficult and unnewsworthy concept to explain and did not mean anything to consumers. What the brand needed was a new framework that was meaningful to consumers, incorporating sustainable energy and practices as well as non-fuel products and services.

In order to get rid of the problems of the category, it invested in sustainable energy resources with a supra-competitive move and transformed into TotalEnergies. It redefined its investments as "next generation energy" in response to low consumer awareness of sustainability. In order to teach sustainability with this concept and explain its integrated investments, it was conveyed to the consumer with the slogan "New Generation Energy, Better Future" through the father-daughter relationship.

The big idea was born from the opportunity of brand transformation and consumer insight.Since consumers associate sustainability with "new generation energy"TotalEnergies built its transformation on this concept.The brand aimed to convey its benefits through the refreshing, sincere, sensitive and optimistic tone of the concept.The slogan "New Generation Energy, Better Future." is created.Brand created a strong infrastructure for this vision. Of over 130 countries only Türkiye has invested in energy diversity.Within the scope of the LEED certification program,it demonstrated an environmentally friendly approach in every field,from stations to all buildings,from landscaping works to the use of energy resources.However,the only change in the brand was not in the area of “sustainability”.During the transformation process,the brand also renewed its Bi'Güzel flavors,coffee products and Turkey Basketball A-National Teams Main Sponsorship.The new vision of the brand and all these changes brought a new and fresh energy not only to the institution but also to its employees. The main axis of the story is built around the sincere and entertaining

TotalEnergies made significant progress as a result of the campaign. We can evaluate these developments as points where sales, customer tendency, customer satisfaction and customer synergy with the brand increase.Firstly,TotalEnergies showed a significant increase in terms of sales. It increased its fuel sales by 6% on a liter basis compared to the previous year.Secondly, there have been good developments in terms of brand awareness in the minds of consumers. TotalEnergies increased its brand desire index by 4.6 points compared to pre-launch. To increase likeability and visit intentions, the brand achieved 96% likeability in brand conversion and 94% likeability in station visit intentions. By increasing the top-of-mind recall and spontaneous awareness scores, the brand increased the top-of-mind score by 3 points to 7, and the total spontaneous awareness score increased to 23. While TotalEnergies was successful in all image criteria, "Values new generation energies" increased by 9 points to 27, "High fuel quality" increased by 19 points to 29, "Provides high vehicle performance while providing savings" and " "Large Vehicle performance" increased by 4 points to 17. and product diversity in markets" increased by 4 points to 18 TotalEnergies beat target by 10 points, reducing the total of the “brand