Total Energies | Fueling Engagement Through Interactive Design and Enterprise CMS
Creating impactful digital experiences in the oil and gas sector demands industry expertise, agile delivery, and alignment with global brand standards. With Centric’s proven 6D approach, we deliver fast, effective solutions that drive lasting results.
- The Challenge
The Total Middle East website needed to meet three critical challenges head-on:
✅Comply fully with Total’s global brand guidelines
✅Be built on Oracle FatWire, a complex CMS (WebCenter Sites)
✅Deliver a bilingual (English/Arabic) experience for local consumers, in a record timeline
Adding to the complexity was the wide scope of content: product information, campaigns, motorsports involvement, sustainability initiatives, and a media gallery. Each section had to speak clearly to the local market while reinforcing Total’s status as a global energy leader. This demanded a digital partner with expertise in Usability, Design, Enterprise platforms, and a large project portfolio in addition to deep knowledge of Oil and Gas Marketing.
✅Comply fully with Total’s global brand guidelines
✅Be built on Oracle FatWire, a complex CMS (WebCenter Sites)
✅Deliver a bilingual (English/Arabic) experience for local consumers, in a record timeline
Adding to the complexity was the wide scope of content: product information, campaigns, motorsports involvement, sustainability initiatives, and a media gallery. Each section had to speak clearly to the local market while reinforcing Total’s status as a global energy leader. This demanded a digital partner with expertise in Usability, Design, Enterprise platforms, and a large project portfolio in addition to deep knowledge of Oil and Gas Marketing.
An Agile, Integrated Oil and Gas Marketing Execution
- The Approach
The Approach
As an experienced Oil and Gas Marketing Agency, Centric took a holistic approach to this engagement. We handled the UI/UX design, copy writing, and end-to-end development under a rapid 12-week sprint, adhering strictly to Total’s global digital brand rules while adapting the experience for regional audiences.
The site was structured around six primary sections:
✅Automotive and Specialty Lubricants
✅Corporate Campaigns and CSR Initiatives
✅Motorsports Sponsorships
✅Sustainable Development
✅Oil Change Network Locator
✅Media Gallery with Photos and Videos
The interface was designed to be clean and modular, enabling ease of navigation across both English and Arabic layouts. Our team leveraged deep localization expertise to go beyond translation; offering fully transcreated Arabic copy that matched regional tone while ensuring cultural relevance.
On the backend, Centric customized Oracle FatWire (WebCenter Sites) templates to support dynamic, multilingual content. Our developers optimized performance through caching and asset delivery strategies, essential given the CMS’s complexity and the volume of rich media content. We also added user-friendly features like a language preference toggle and a service center locator tool, all designed to improve experience and reduce friction for the end user.
Throughout the process, Centric operated as a true Oil and Gas Marketing partner; bridging the needs of regional consumers with the expectations of a global corporate team.
As an experienced Oil and Gas Marketing Agency, Centric took a holistic approach to this engagement. We handled the UI/UX design, copy writing, and end-to-end development under a rapid 12-week sprint, adhering strictly to Total’s global digital brand rules while adapting the experience for regional audiences.
The site was structured around six primary sections:
✅Automotive and Specialty Lubricants
✅Corporate Campaigns and CSR Initiatives
✅Motorsports Sponsorships
✅Sustainable Development
✅Oil Change Network Locator
✅Media Gallery with Photos and Videos
The interface was designed to be clean and modular, enabling ease of navigation across both English and Arabic layouts. Our team leveraged deep localization expertise to go beyond translation; offering fully transcreated Arabic copy that matched regional tone while ensuring cultural relevance.
On the backend, Centric customized Oracle FatWire (WebCenter Sites) templates to support dynamic, multilingual content. Our developers optimized performance through caching and asset delivery strategies, essential given the CMS’s complexity and the volume of rich media content. We also added user-friendly features like a language preference toggle and a service center locator tool, all designed to improve experience and reduce friction for the end user.
Throughout the process, Centric operated as a true Oil and Gas Marketing partner; bridging the needs of regional consumers with the expectations of a global corporate team.
The Outcome
Launched in Record Time, Aligned Across All Fronts
The Total Middle East website launched within the aggressive 12-week schedule, fully bilingual and fully brand-compliant. The result: a best-in-class B2C platform tailored to the Middle East, serving as a regional benchmark for how global oil and gas companies can engage diverse people with different needs.
The immersive Motorsports section brought Formula 1 fans closer to the action, while CSR pages highlighted Total’s regional initiatives in sustainability and community engagement.
Internally, the success of the launch reaffirmed Centric’s position as the go-to Oil and Gas Marketing Agency for enterprises operating in the energy sector.
From strategy to execution, Centric enabled Total Middle East to connect with their audience in a culturally meaningful and digitally modern way—cementing our role as a trusted partner for oil and gas companies seeking transformative digital solutions.
The Total Middle East website launched within the aggressive 12-week schedule, fully bilingual and fully brand-compliant. The result: a best-in-class B2C platform tailored to the Middle East, serving as a regional benchmark for how global oil and gas companies can engage diverse people with different needs.
The immersive Motorsports section brought Formula 1 fans closer to the action, while CSR pages highlighted Total’s regional initiatives in sustainability and community engagement.
Internally, the success of the launch reaffirmed Centric’s position as the go-to Oil and Gas Marketing Agency for enterprises operating in the energy sector.
From strategy to execution, Centric enabled Total Middle East to connect with their audience in a culturally meaningful and digitally modern way—cementing our role as a trusted partner for oil and gas companies seeking transformative digital solutions.
