GüzelEnerji—part of OYAK (Armed Forces Pension Fund), Turkey’s largest occupational pension fund—received a total of three awards (two gold and one silver) for its projects at the Stevie Awards MENA, which covers 18 countries.

It won gold in the "Marketing Awards – Innovation in Brand Renovation/Rebranding" category for the "Bi’Güzel Launch" project and gold in the "Innovation Awards – Excellence in Innovation in Artificial Intelligence (AI)" category for the "Hygiene Shield" project. Additionally, it was awarded silver in the "Customer Service Awards – Innovative Use of Technology in Customer Service" category for the "Club TotalEnergies" application.

A holistic brand renovation with "Bi’Güzel"

The "Bi'Güzel Flavors" launch, which won gold at the Stevie MENA awards, stood out not merely as a visual refresh or logo change, but as a holistic brand renovation that transformed the business model, the in-station experience, and consumer perception. This transformation was supported by an integrated communication strategy centered on the message "Renew Your Energy with Bi'Güzel." Driven by consumer insights, this transformation turned the stations into planned, enjoyable destinations that revitalize energy during the journey.

The "Bi'Güzel" coffee and food transformation at TotalEnergies stations redefined this long-standing perception through a strategic, insight-driven brand initiative aligned with evolving consumer expectations. As a result of this initiative, "Bi'Güzel" brand awareness rose from 6% pre-launch to 16% post-launch, increasing mental availability by 2.5 times.

Cleaning processes monitored by AI via the Hygiene Shield

TotalEnergies Stations and M Oil operating under the umbrella of GüzelEnerji have digitized their cleaning processes through the "Hygiene Shield" project, elevating hygiene standards to a new level. As part of the project, which utilizes an AI-powered system to monitor cleaning operations, staff members who successfully fulfill their duties are also rewarded.

A user friendly application: Club TotalEnergies

Developed by TotalEnergies Stations with the vision of "Next-Generation Energy, A Better Future," Club TotalEnergies has achieved yet another milestone in its track record of national and international success. Pioneering the transformation of digital loyalty programs within the fuel sector, the application stands out thanks to innovative features that boost user engagement. Gamification elements within the app such as Story Sharing, Spin the Wheel, Answer & Win, and Travel Route represent industry firsts. Through these modules, users enjoy an entertaining experience while also benefiting from various rewards and advantages.