Engen’s Chemicals and Special Products division has highlighted the positive impact it has on our world in a simple yet extremely elegant activation that broke early in October this year.
A relative unknown compared to the company’s petroleum brand, Chemicals and Special Products wanted to demonstrate to other Engen employees its abilities and the role it has played in bringing innovative and effective products into South African homes and businesses.
The agency’s response was to commission Lynette Bester, a Cape Town based artist, to build a life-size room made entirely from the products Engen Chemicals and Special Products have a hand in creating.
Executive Creative Director at Draftfcb Cape Town, Mike Barnwell explained: “Because of their ability to create something out of nothing, the people at Engen’s Chemicals and Special Products division should be seen as more than just chemists and scientists.
“They are alchemists, magicians, creators and artists … and have a hand in creating almost everything we touch every day from plastic containers to multi-surface cleaners, paints and tar roads. These products literally create the world around us.
“However, the division’s existence goes unnoticed, not only by ordinary South Africans who use these products but by other employees of the company.
“This activation demonstrates the notion that Engen Chemicals and Special Products quite literally ‘Creates the world around you’. A simple idea, beautifully brought to life by Lynette Bester.”
To maximize impact, Draftfcb Cape Town took the room created by Bester on a road show and erected it in the foyers of Engen’s offices across South Africa. The installation was supported with 3D desk drops, pull-up banners, posters and a micosite which explained how the room was created as well and offered visitors the chance to win one of 50 hampers made up of the various products the division has a hand in creating.
Engen Chemicals and Special Products Marketing Manager, Sithsaba Xhala, is exceptionally pleased with the campaign, saying it met the brief spot on.
“This campaign broke through the clutter of conventional internal communications at Engen. It effectively raised the division’s profile internally and promoted collaboration between internal divisions.”