+1.4M
people reached
0.45€
CPM
+3,000
visits
Total’s challenges
For more than ten years, Opération Café has been part of everyday life at TotalEnergies service stations. For winter 2025, the brand wanted to relaunch this event its customers know well, and remind them of what it stands for: a moment of warmth, generosity and connection in the middle of a journey.
The challenge lay in the gap between a well-established tradition and habits that have largely gone digital. The campaign had to speak to a broad audience across all generations, with personal, human content able to give the operation fresh momentum.
The brief was clear: show the in-station experience, bring these moments of warmth to life on social media, create visibility and engagement, and bring people back to the stations. With a consistent, measurable campaign and the ambition to go beyond the set targets.
Our solution
Neads won the tender with a strategic and creative approach tailor-made for the operation.
Rather than filming a product, we filmed a moment. The shoots took place directly in service stations, where Opération Café really happens. We came up with four original concepts, written for social media codes: short, human stories that make people want to stop for a coffee.
Result: more than 1.4 million unique people reached, more than 3,000 visits generated, and visibility and traffic targets far exceeded.
Our creations for Total Energies
With creative, authentic content tailored to the codes of each platform
Our methodology
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Our Social Media agency offers a complete methodology to help you reach your goals
Casting
To convey a sense of warmth, we needed credible faces. Our creative team selected actors able to portray everyday customers, familiar situations and spontaneous interactions. Each profile was chosen for the accuracy of their acting and their ability to make a service station scene feel natural, without any advertising feel.
Concepts
We came up with four original concepts around Opération Café, each with its own angle and its own way of grabbing attention. For each video, the team wrote a detailed creative brief: hook, scene outline, tone, shots to film. One single goal: make each piece of content inspire people to stop and share a coffee.
Shooting
The shoots took place directly in service stations, as close as possible to the real customer experience. Our production team followed the briefs shot by shot, while leaving room for the spontaneity of each situation. This on-location choice gives the videos an authenticity that a recreated set could never have offered.
Editing
Our editors worked the footage for each social network, respecting its formats, pacing and viewing habits. A hook in the first few seconds, subtitles, the right length, sound design: each version was edited for its platform, to hold attention in the feed and get the message across directly.
The videos produced are of very high quality, and one of them performed particularly well, becoming the UGC content with the best social media results for the Company in 2025.
Isrâ Ramadan
Senior Consultant at TotalEnergies
