About TotalEnergies Marketing France

TotalEnergies Marketing France is a leader in mobility, operating over 2,100 service stations. In a market where proximity is a necessity, TotalEnergies partnered with 4screen to turn the vehicle’s center stack into a strategic touchpoint, ensuring their stations are the preferred choice at the “moment of truth” on the road. 

Situation

In the competitive fuel retail sector, proximity usually dictates choice. TotalEnergies sought to break this cycle by proactively influencing driver decisions in real-time.  While active interactions like Navigations provide clear intent, they represent only the tip of the iceberg. TotalEnergies wanted to quantify the massive value of passive brand exposure. The challenge was to move beyond traditional metrics and establish a deterministic link between in-car visibility and actual driver stopping behavior, proving the campaign’s true incremental value. 

Solution

TotalEnergies leveraged an always-on strategy* utilizing the full flexibility of the platform to reach drivers through three key formats: Branded Pins, Contextual Recommendations, and Sponsored In-Car Search. 

The campaign showcased the platform’s advanced targeting and dynamic messaging capabilities via the Detail Screen, as an extension of the 4screen core formats: 

• Day-Parting: Morning coffee/breakfast promotions transitioned to snack and food offers mid-day. 

• Audience Segmentation: EV-specific messaging promoted high-power charging hubs exclusively to EV drivers. 

• Seasonal Engagement: Summer family promotions and podcast synergies transformed the fueling stop into a lifestyle experience. 

• Real-Time Triggers: Low-fuel signals activated timely recommendations, capturing demand at the precise moment of need. 

To validate this approach, TotalEnergies and 4screen launched an Advanced Parking Lift Study. This innovative A/B test compared a Test Group (exposed to Branded Pins) against a Control Group (exposed to generic category icons) to measure the causal impact on driver behavior using real-world parking data. 

*Campaign duration: 6 months (2025)

Results

The study delivered a definitive validation of the efficiency of In-Car Marketing, establishing a new scientific standard for the industry: 

• +4.8% Incremental Lift: The Parking Lift study proved that drivers exposed to TotalEnergies Branded Pins were 4.8% more likely to park at a station compared to those seeing a generic icon. 

• Deterministic Measurement: Unlike traditional mobile geo-fencing or extrapolated models, this lift is based on observed in-car parking behavior. This provides a robust, statistically sound baseline of how brand presence directly influences the choice of station. 

• Capturing the “Hidden” Audience: The study successfully quantified the value of the passive audience, being drivers who are influenced by the Branded Pin visibility to stop at a station without requiring a prior click or navigation. 

• Exceptional Conversion: The Low Fuel Recommendation trigger achieved a 26.11% Navigation Rate, highlighting the unmatched relevancy of in-car contextual messaging. 

By proving 100% causal attribution, TotalEnergies and 4screen have demonstrated that in-car brand presence is not just a visibility tool, but a measurable driver of incremental business growth.