Free waterless car wash campaign by Engen simulates F1 pit stop to launch new fuel

Simulating the speed and enhanced performance of a real Formula One pit experience, 700 Engen motorists were treated to a free waterless car wash by a pit crew who demonstrated Engen’s improved performance and economy as part of the launch of their new advanced energy formula, Engen Primax Unleaded.

“A traditional car wash, wastes on average 150 litres of water per wash and in light of the severe water restrictions in the Western Cape and 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 & Promotions Consultant.

With Motorists often under time pressure, Engen needed to get the job done quickly whilst simulating an exciting high impact F1 experience with real audio and visual experience.

“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: Retail says: “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.”