360 strategy · Open Com 2026
TEAFS
Putting a technical subsidiary on the map for an audience that rejects marketing.
- Client
- TotalEnergies - TEAFS
- Context
- Open Com 2026
- Budget
- €60,000
- Duration
- 12 months
A 360 B2B communication strategy designed by ummni. for TEAFS, the technical subsidiary of TotalEnergies specialising in additives: a €60,000 plan over 12 months, created for the Open Com 2026 competition.
The problem
TEAFS is an expert nobody knows.
Low awareness in the upstream additives market. No client testimonials, no documented case studies. Up against global competitors with far greater resources.
And an audience - engineers, operations managers - that distrusts marketing promises on principle and only buys on field evidence.
We reframed the brief: the issue was not commercial, it was relational.
The idea
Big idea
Useful,
unavoidable,
indispensable.
An angle built on conviction, not seduction.
“TEAFS, the key element for uninterrupted production.”
€500,000 per day of downtime
That is the cost of an unplanned production shutdown on an offshore platform. Every communication action starts from this figure: prove usefulness before talking about the product.
The approach
Three families of channels, one single logic: proof.
-
€37k
Digital
Proving through content
- Website redesigned as a proof platform
- LinkedIn & YouTube Ads
- Display on OnePetro
- “INSIDE TEAFS” series
- “Lab to Field” podcast
- Monthly newsletter
-
€5.5k
Events
Creating encounters
- Trade shows
- Biannual webinars
- Experts club
-
€1.5k
Print
Making an impression
- Roll-up banner & POS
- White paper
- QR codes linking to evidence
Lessons learned
Reframing the brief was the most decisive choice.
It shifted the focus from sales to credibility - and made everything else consistent.