Company: Total S.A.

Agencies: Vizeum, Amplifi, Creative Content

Market(s): France

Timing: May – November 2014

Total takes an insider look at the life of French F1 racer, Romain Grosjean — and then releases the look in 14 parts to the fans.

BACKGROUND

Total follows and supports talent both inside the company as well as through sports partnerships. In this capacity, Total has been supporting Romain Grosjean for many years.

At the beginning of a complicated 2014 season for the French Formula 1 racer, Total wanted to highlight Romain Grosjean and display its true commitment to mechanical sports amateurs and to the general public.

THE IDEA

By following Romain Grosjean and his entourage, Total told an “insider” story during each Grand Prix. The resulting 14 chapters of web documentary by director Bruno Sevaistre were itemized on L’Equipe Mag, L’Equipe, and L’Equipe 21. For Total’s first global brand content project, a dedicated website made available exclusive content showing the determination as well as the everyday, human qualities of Romain Grosjean.

THE PROCESS

Vizeum France defined the right media ecosystem to support this campaign based on BOE media approach. Amplifi defined the right media partner and negotiated the associated cost. Creative Content took charge of the content production. In order to accomplish the campaign’s objectives, all parties — Total, media owners, agencies and Romain Grosjean himself — had to maintain close communication.

THE RESULTS

In over 5 months, the Romain Grosjean videos garnered more than 4 million views. The website received 1 million unique visitors. Global media presence (both editorial and paid) generated more than 180 million digital contacts.