0
digital reach
0
OOH Reach
About the campaign
Engen & Carat transform Spaza shops into OOH media sites for the brand, articulating the brands DNA through artistic visual representations, giving exposure to talented artists from the communities and making the Spaza owners Engen ambassadors.
Other agencies involved: Owakhe Media, Regency Global, Saatchi & Saatchi
Challenge
Engen has been around for 25 years in South Africa and wanted to reinforce the message that the business cares and invests in the people of South Africa. The team started by profiling the positive work that they did through the ‘Engen Cares’ initiatives while creating an awareness around a community design challenge that involved showcasing local artistic talent in underprivileged communities, which is often not regarded as a sustainable occupation. There is significant unrecognised talent in the communities, this talent just does not get access to platforms and opportunities to showcase themselves.
Solution
Spaza shops became a perfect platform as they are an integral part of South African communities where everybody knows everyone. The strategy was simple - get talented people in these communities around South Africa to articulate what Engen means to them in an artistic way.
The finalists were mentored by well-known artists during the design and painting of the 35 Spazas. The artists received exposure, with their work being displayed to a larger audience, as well as being recognised in their communities through their biographies displayed along with their designs on the exterior walls of the Spazas. Further to this, spaza shop owners became brand ambassadors for Engen, telling customers about the competition and earning an additional income, by utilising their stores as OOH media spaces.
Results
The Design35 Campaign created massive awareness for the Engen Corporate brand as well as solidified the business as a brand that cares and invests in the people of South Africa.The life changing prizes awarded by Engen to the winners confirmed Engen’s commitment to advancing individuals in underprivileged communities through education and re-enforced the message that Engen cares.
The goal was to drive reach amongst the target audience within the desired location around the 35 spazas.
“At Engen we are mindful that we need to make a meaningful contribution to the societies of which we are part of. Along with our extensive investment in education, health &safety, environment and people with disabilities, as well as sports development sponsorship, Engen’s Design35 campaign was another demonstration of our care for those less fortunate. Engen Design35 has been extremely rewarding in that it has really touched people’s lives and provided a stage for the creative talent of 35 artists, who otherwise may not have had the opportunity, to exhibit their work to a wide audience.”Bulela Mkandawire
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
John Brown Media SA: #justcookathomesa
Online Video Food Channel
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Isobar Nigeria
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign
Vizeum SA: Indiefin Mullets
In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign had to stand out and differentiate, promoting a new brand that held no br...
Carat SA: Guinness Rio Ferdinand Live Billboard
A collaborative effort between Carat SSA, Carat Kenya and Diaego, we were able to use our media expertise and access to world class technology to pull off a first in Africa OOH experience – surp...
Vizeum Nigeria: Budweiser-Kings of Football
Integrated marketing campaign to connect with Footballs Fans in Nigeria
Isobar Nigeria: Banter Better with Coca-Cola
We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans.
Vizeum SA: Carling Black Label Cup
CBL introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season
Carat SA: Engen Design 35 Spaza Branding
Engen brands spaza shops to give a platform to aspiring young artists
Isobar Kenya: ICEA LION’s Back Your Future
Building a microsite that connects the Kenyan youth to tailored financial content to back their future.