Aired across a variety of channels in South Africa, the ad features a succession of Engen 'employees' in a 'sing-along' that covers the length and breadth of the country.
According to group brand manager, Lesley McDonough, the brief to the agency was to demonstrate the pride Engen takes in leading the industry in so many spheres. "No other fuel company has as many forecourts as we do. None other provides as many jobs or has as many one-on-one interactions with its customers," she said.
"We wanted to showcase this, to let people know we are a caring, positive, forward-thinking company that honours its commitment to strong relationships with its customers. Our objective was to build an emotional connection with Engen's customers by demonstrating who Engen is and what the company is committed to.
"We want Engen to be perceived as an African brand whose offering extends way beyond the forecourt. Engen is becoming a brand perceived as understanding consumers and being responsive to their needs. Draftfcb Cape Town's execution shows customers that Engen is here to stay and is committed to making their brand experience better every day in every country in which it operates."
For General Manager Corporate Affairs, Natie Maphanga, it was crucial the ad highlighted Engen's culture, which sits with Engen's brand promise: With us you are Number One.
"We needed to explain what it means for Engen to make their customers number one. It is clear from the ad's message that Engen keeps its customers' needs top of mind. This is the basis of the feeling of friendship that the brand wants to convey to its customers, while also being a rallying cry for employees to behave in a way that makes customers feel valued," he said.
The creative team behind the new commercial included Creative Chairman Francois de Villiers, Creative Director, Aaron Harris, Art Director Anthony de Klerk and Copywriter Jason Wilshire from production house, the Bomb.
"Working on this commercial was a very memorable experience because we had to work with so many people in so many different locations," said Draftfcb Cape Town Managing Partner, Nadja Srdic. "But it was very necessary as our task was to demonstrate what people mean to Engen. They are thinking of their customers' needs before their own. This is the basis of the deep and enduring relationship Engen strives to develop with its customers."
The ad started flighting on September 11 and can be viewed on http://www.youtube.com/watch?v=90r_NXQQAKo