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Growing the TOTAL brand in the UK automotive aftermarket

The background story

TOTAL is a global integrated energy producer and provider, a leading international oil and gas company, and the world’s second-ranked solar energy operator with SunPower.

TOTAL Lubricants comprises well-known oil and lubricants brands such as QUARTZ, RUBIA and ELF SPORTI. The lubricants division markets products in over 150 countries, employs over 5,000 people worldwide and has over 45 manufacturing locations, including the UK.

As a French-owned company, TOTAL is particularly focused on growing its presence in the UK market. Fox has been working with TOTAL since 2016 to help achieve this growth and to ensure its lubricants brands succeed in the UK market.

What did Fox do?

Fox developed the messaging and creative approach for TOTAL Lubricants in the UK aftermarket, creating a platform for TOTAL’s appointment as supplier through GroupAuto (one of the UK’s largest automotive parts buying groups). Our core proposition – The Winning Formula – has been adopted across TOTAL Lubricants brand communications, including events, sales materials and direct customer communications.

On the back of Fox’s industry-leading relationships with the automotive aftermarket and commercial vehicle industry, we were appointed the sole B2B PR agency for TOTAL Lubricants in the UK – with the aim to fully engage the automotive aftermarket. We continue to build stories and content for TOTAL, all based on TOTAL’s core brand pillars of product quality, UK manufacturing, OE credentials and their association with motorsports.

What happened?

TOTAL Lubricants is now a recognised lubricant supplier to GroupAuto customers across the UK, with a growing awareness of the quality of TOTAL Lubricants brands in the UK automotive aftermarket. This positive recognition has led to new customer accounts and increased sales (with signs of continued growth into 2018).

Fox has secured coverage for TOTAL in leading print and online automotive publications, including Workshop Magazine, CAT, Aftermarket, Scots Auto Scene, Professional Motor Factor and Professional Motor Mechanic. We have also secured coverage in commercial vehicle aftermarket publications, such as Commercial Vehicle Workshop, FACTS and OnRoute magazines and websites.

To date, our PR and content activity has reached an audience of over 4,000,000 across key media, regularly achieving over 10 items of coverage per month.

We plan to increase awareness further in 2018 and support the roll-out of a new customer reward programme for aftermarket customers.

See what Fox Agency can do for you, with our specialised automotive aftermarket marketing.

Find out more about our B2B PR services.

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