TotalEnergies Türkiye Wins Felis Award with ELF for the “Motorcu Dediğin…” Project

TotalEnergies Türkiye was deemed worthy of an award at the Felis Awards, following the Altın Pusula award, with the “ELF ile Motorcu Dediğin…” (What You Call a Motorcyclist, with ELF) project it brought to life under the ELF brand. Carried out in collaboration with Orkun Olgar over 12 months, the project aimed to reduce prejudices against motorcycle riders and to make visible the shared values at the foundation of motorcycle culture.

The campaign, supported by ride events, community gatherings and content efforts, aimed to contribute to strengthening a traffic culture based on mutual respect.

Addressed motorcycle culture with a focus on shared values

Designed to go beyond a one-off campaign, the project was brought to life as a sustainable communication model aiming to transform societal perception of motorcycle culture in the long term.

With the campaign placing the principles of respect, solidarity and responsibility at the center of its communication, the aim was to ensure that assessments of motorcycle riders were not limited solely to traffic behavior, and to establish a more balanced dialogue between motorcycle users and the general public.

Reached wide audiences through digital content and field events

Throughout the campaign, ELF went beyond product-focused communication and came together with communities that embrace motorcycling as a shared passion and way of life. Orkun Olgar’s experience contributed to the project being carried out with a consistent narrative across different communication channels.

The digital content developed was supported by ride events held in İstanbul and İzmir. Direct contact was established with motorcycle communities at the physical events. Motorcycle users were brought together at national and international organizations such as Motobike Istanbul, The Distinguished Gentleman’s Ride, MotoGP and EICMA, while traditional media efforts also helped convey the campaign’s message to different audiences.

The campaign, carried out around the message “We Ride Together,” reached more than 25 million people through social media communication. More than 20 million in reach was achieved through traditional and digital media efforts. Thus, the project reached approximately 50 million people in total, putting forth a comprehensive communication effort that addressed motorcycle culture with a focus on societal benefit.

“We shared messages of respect, solidarity and responsibility across different media”

TotalEnergies Türkiye Deputy General Manager Mehmet Murat Selçuk made the following statements in his assessment regarding the award:

“In the ELF ile Motorcu Dediğin project, we addressed motorcycle culture together with the shared values of the community that shapes and keeps this culture alive, going beyond product and performance communication. Through the work we carried out with Orkun Olgar and motorcycle communities, we shared messages of respect, solidarity and responsibility across different media. Winning another prestigious award following our success at the 24th Altın Pusula Türkiye Public Relations Awards is concrete proof that our project’s holistic communication approach has resonated. This result demonstrates the success of the dialogue we have established with our target audiences and our community-focused communication approach. I would like to thank all our team members and stakeholders who contributed to the project.”

About TotalEnergies Turkey Pazarlama

TotalEnergies Turkey Pazarlama, a wholly owned subsidiary of TotalEnergies, operates in the field of lubricant production and marketing in Türkiye. With 130 employees, the company supplies products to the automotive, industrial and marine transportation segments both directly and through its distributors, and has a strong sales and distribution network. At its blending facility in İzmir Menemen, it produces approximately 50 thousand tons of lubricants and specialty products per year in compliance with international and local standards.

About TotalEnergies

TotalEnergies is a global energy company operating in the fields of oil, biofuels, natural gas, biogas, low-carbon hydrogen, renewable energies, and electricity generation and marketing. Its more than 100,000 employees work to ensure that as many people as possible have access to more reliable, affordable and sustainable energy. Operating in more than 120 countries, the company places sustainability at the center of its strategy, projects and operations.

About the TotalEnergies Marketing & Services Division

The TotalEnergies Marketing & Services business unit offers a wide portfolio of energy products and services to support the mobility needs of its professional and individual customers and to help them reduce their carbon footprint. This portfolio includes petroleum products, biofuels, electric vehicle charging services, LNG for marine transportation, aviation fuels, bitumen and LPG solutions.

Every day, more than 6 million customers worldwide visit the company’s 13,000 fuel stations. Ranked as the world’s fourth largest company in the lubricants sector, TotalEnergies develops high-performance products for the automotive, industrial and marine sectors. With 25,000 employees in more than 100 countries, a sales force, an international logistics network and a wide product range, the company meets the needs of its B2B customers.