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increase in app installs in relation to the launch KPI’s


decrease in Cost per Install in relation to launch KPI’s


video views


social impressions


In an effort to provide customers a better experience within forecourts, Engen introduced the 1App, which gave users a contactless way to pay for fuel and convenience purchases. 

Carat was tasked with effectively and cost-efficiently driving downloads of the brand new app as it was launched to market. 


An awareness-based Social campaign and intent-based Google campaign were implemented, leveraging action-oriented formats such as YouTube for Action.

With a limited creative set, best practice A/B testing was applied to the copy lines, in order to improve performance


In direct relation to the launch KPI’s, the campaign resulted in a 24% increase in app installs and a 19% decrease in Cost per Install.

1.2m+ Video views

7.9m + Social impressions

About the campaign

Over the past decade, mobile apps have changed the way consumers communicate, shop and many other facets of everyday life.

To remain innovative in a competitive environment, Engen launched their very own Engen 1app which allowed users to make contactless payments in addition to other features. 

Carat were tasked with driving downloads for the new app and used their expertise in driving transformative business performance and action-oriented App campaigns to ensure the product was successfully launched to market. 

Despite having limited creative assets, the Carat team used the ad copy as a main point of optimisation. This proved successful as Engen exceeded their predicted app install volume and more efficiently that projected. 

Carat South Africa

Carat was the world’s first media agency and is the largest media agency network in Dentsu. Having pioneered the sector, Carat has been redefining the value that media delivers for clients’ business ever since. Carat has a strong heritage in consumer insight and strategy and has been named #1 agency in all qualitative measures for 10 out of the last 11 Global RECMA reports. In South Africa, Carat holds the #3 position on RECMA. Carat’s focus is continuing to pioneer in consumer insight and strategy, understanding and activating real people in media to drive performance for brands.

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