Engen’s new retail TV commercial, produced by Draftfcb Cape Town, is being aired across a variety of channels in South Africa.
“The objective of the commercial is to build an emotional connection with Engen’s customers and to make them think of Engen as not just a petrol station, but rather as a retail destination that offers just about anything,” says Nadja Srdic, Managing Partner at Draftfcb Cape Town.
Aaron Harris, Creative Director at Draftfcb Cape Town added, “The diversity of Engen’s retail offering makes life more convenient. In one stop you can get great coffee, a Steers or Wimpy burger, a Woolworths salad or even fresh flowers for your wife. Whatever you need, you can just drive in, fill up with shopping and drive off again.”
“And so we created a world that brings driving and shopping together,” adds Harris. “In this imaginary world, cars have been completely replaced by oversized shopping trolleys. We see people going about their daily lives in much the same way as before, but this change in transport provides a lot of great moments.”
Pierr Roodt, Engen Retail Marketing Manager, says, “The commercial was guided by Engen’s retail strategy of ‘every experience matters’ consisting of a wide range of different retail experiences that are available to our customers. These retail experiences consist of premium brands such as Woolworths, Corner Bakery, Equatorial Coffee and Steers who have partnered with us.”
Roodt continues: ”These partnerships have transformed Engen service stations into shopping destinations where motorists can get almost everything they need en-route.”
Ian Metcalfe, Copywriter at Draftfcb Cape Town adds, “The commercial is an expression of joy. Various executional elements – from the bright colours, amusing scenarios and upbeat music – were carefully considered intended to evoke the same kind of happiness that people experience when they shop at Engen.”