Engen - That's So You

Client: Engen Pitch

Date: 2024

Services: Art Direction,
Gen AI,
Digital Art Direction.

Insight: We draw on the insight that at Engen we see our customers at their very best – and their very worst. No one knows them better. It means our foodvenience offering always offers a deal that’s perfect for you – no matter who you are, or where you’re going.

The big idea: So let’s show our number one’s that we always have them top of mind and that we welcome and celebrate every single customer without judgement – and with deals that are just “so them”.

Credits:
Creative Director – Fu’aad Kasu Creative Director (Copy) – Doug Larter
Creative Group Head & Senior Art Director – Reza Simpson
Copywriter – Rene Robinson Art Director – Sabina Lawrie
Art Director – Jade Stuckie Junior Art Director – Sharon Marais
Junior Art Director – Nasr Ho-yee Junior Art Director – Tyler Petersen Junior Copywriter – Jessica Wahl

Key Visual

“That’s So You”

Talks directly to customer. Gives the brand a current human voice. Celebrates with no judgment.

“That’s So You”

Is a campaign line that allows us to place customers at the heart of all our communication and talk directly to our audience.
Each touchpoint will also carry a clear CTA in terms of drive to purchase or engage.

Engen Radio Spots

Radio spots that lean into how familiar we are with our customers’ wants and needs.
And tell them that because of this, we’re able to say, “That Deal Is So You”.

Engen Radio Spot – Sabelo The Bouncer
Engen Radio Spot – Faniswa The Influencer
Engen Radio Spot – The Tough Guy

Engen Social Series

When our competitors go left, we go right. So, we’ll take our deals out of a promotional space and into an emotional space and into
an emotional one through a social series that brings “That’s So You” to life.

Social Story
Social Story
Social Story
Social Story
Social Story
Social Story
Social Story

The Creative

Shows our customers that they really are our number ones
with communication elements that speaks just to them.

In-store Elements
In-store Elements
In-store Elements
In-store Elements
In-store Elements
In-store Elements
DOOH Billboard

Starting A Trend

Generate earned media by encouraging our customers
to come as they are for a deal that’s just for them.

Add-on Deals

A deal add-on will give customers more than they bargained for.
Keep us top of mind, encourage app downloads and reward our number ones.

For The Loyalists

We’ll use the app to make a loyalty a non-negotiable.

The Staff

The staff are the real OG’s. Let’s celebrate and support them
the way they deserve.

Activation

Make this holiday one to remember
with on-site activation.