“A traditional car wash wastes on average 150 litres of water per wash. In light of the severe water restrictions in the Western Cape, and the recent drought in our country, we partnered with Perfect Car Wash who offered our motorists an eco-friendly waterless experience,” says Heather Thomas, Engen advertising and promotions consultant.
With Motorists often under time pressure, Engen needed to get the job done quickly whilst simulating a high-impact Formula One (F1) experience with real audio and visual.
“The pit crew consisted of 47 crew members arranged in three teams who all worked together to meet the under two-minute deadline. The fastest wash came in at 1 minute 35 seconds,” adds Thomas. “The pit crew travelled 3 829km with activations at 10 Engen sites, which included three national highway routes. We also gave away R50 000 in fuel vouchers to motorists.”
The campaign strategy was to leverage the Mercedes AMG Petronas Motorsport Formula One team’s success, and celebrate Engen’s new advanced fuel which answers motorists’ calls for petrol that provides superior performance and fuel economy.
Seelan Naidoo, Engen general manager in retail, adds, “In developing our next generation fuel, we commissioned research into the South African fuels market to ascertain what really matters to our petrol customers."
“Reformulated 'Engen Primax Unleaded' provides motorists with technology that cleans the engine, enhances fuel combustion, and improves drivability. All these features contribute towards providing superior performance and fuel economy compared to previous formulations,” concludes Naidoo.
For more information, visit www.engen.co.za.