Engen

CHALLENGE

How does the brand’s promise, ‘With us you are Number One’, show up meaningfully to sectors that keep the African economy going?

To demonstrate a strong commitment to exceptional service and excellent product performance in key sectors such as mining, agriculture, and logistics, ENGEN needed to grasp their key role in enabling customers to keep moving.

INSIGHT

Our Business Anthropologists interviewed DMU (purchase decision-making unit) members across various industry sectors to uncover a key insight:

Every second of downtime results in a loss of income.

Our campaign needed to communicate that ENGEN is always moving to keep industries moving. 

STRATEGY & CREATIVE

ALWAYS MOVING became not only the expression but also the obsession. It was imperative that no matter what media space we communicated in, ‘MOVEMENT’ was celebrated. In the film, we indulge in the mechanical monsters of industry and the cacophony they create. In media that doesn’t move, we nevertheless used art direction to bring across the spirit of movement. Social posts were never still, we also disrupted the radio space using industrial noises the average person would not enjoy, but our target market, who know that motion is at the heart of the industry, appreciated these sounds of movement.