Wash Boosts Local Visibility and Navigations with 4screen’s Always-On In-Car Marketing Campaign.

About Wash by TotalEnergies  

In addition to car wash services at service stations, Wash offers a premium hand-wash experience in select parking areas across Île-de-France, catering to drivers seeking a refined and trusted vehicle cleaning service.

Situation  

Wash by TotalEnergies aimed to raise awareness of its premium hand-wash service in select parking areas across Île-de-France, reaching nearby drivers with a high-quality offer. The campaign aimed to test 4screen’s innovative in-car marketing solution, targeting drivers at key moments and guiding them along a tailored local journey to become the preferred choice for vehicle cleaning. 

Solution  

4screen’s in-car marketing channel was the perfect match for this challenge, enabling Wash to reach drivers through contextually relevant touchpoints during their journeys. The campaign combined Branded Pins, In-Car Search, and Recommendations in an always-on approach to build awareness, capture intent, and engage drivers at key decision moments. This mix of formats ensured continuous visibility and meaningful interaction with a high-value audience on the move. 

Results 

The campaign* achieved impressive results, confirming the strong audience alignment for Wash. Starting with a 50% SoV to test performance, the campaign quickly scaled to a 100% visibility share, leading to a significant uplift in engagement metrics. Over time, the always-on presence strengthened local awareness, with more drivers recognizing and navigating directly to Wash locations. This was reflected in a +87% increase in Branded Pin CTR and an +82% rise in total navigations, underlining the long-term value of consistent in-car visibility. 

*Campaign duration : 8 month
**Comparison first vs last month of data