Total Sports Marketing --
Create New Breakthrough with Le Mans Series

About Total S.A.

Total S.A. (NYSE: TOT LON: TOT is a French multinational integrated oil and gas company. As one of the six "Supermajor" oil companies in the world, its businesses cover the entire oil and gas chain, from crude oil and natural gas exploration and production to power generation, transportation, refining, petroleum product marketing, and international crude oil and product trading. Total is also a large-scale chemicals manufacturer.

The Background

Total Group sponsored OAK Asian team in 2014 France's Le Mans 24 hours endurance and the Asian games. Le Mans, although as one of the world's three major racing events, is of low attention in China because it is far away from China.
How to improve the public attention on this event, and how to turn the sponsorship event into a social concern, is the difficulty of the communication.

The Strategy

Turn the sponsorship event into social news:
The topic of this event originated from Le Mans race, but is more than the Le Mans race. We focused on the point that this is the first time that Chinese driver has participated world's top race, so that we could attract public attention by Chinese people's sense of honor.

Generate best word-of-mouth:
Puna created the best endorse of the product by utilizing the characteristics of Le Mans race. We created a brand image of "Race Product" and "International Top Technology" for Total products and achieved brand upgrade by communication.

The consistent between the topic and the media:
Based on the characteristics of the event topic, Puna planned precise communication strategies. When selecting media, Puna focused on sports media, and expanded to mass media and auto media, covering multiple audience by utilizing both print media and new media.

Keep communication consistency:
In terms of communication rhythm, we made sure that the content of news report was firmly consistent with race schedule. Before the race, we focused on the endorsement of the driver and the team; during the race, we emphasized the game result; after the race, we targeted the event marketing upgrade. In this way, we formed a set of consistent, timely, and attractive communication.

The Results (Media Coverage)