Engen and its marketing communication partner, FCB Cape Town, are celebrating an ‘award-ing’ week with two accolades bestowed by that most important critic – the consumer – in less than five working days.
The week began with the news that the petroleum company had topped the Coolest Petrol Station category in the 2015 Sunday Times Generation Next Survey Awards, for the 5th time in five years.
It peaked when Millward Brown announced that Engen/Wimpy’s ‘Happy Song’ had ranked 4th on its Adtrack™ list of Top 10 Most Liked Television Commercials for the 4th quarter of 2014.
“We’re thrilled to make the Adtrack™ Top 10,” said FCB Cape Town executive creative director, Mike Barnwell. “People respond more positively to advertising they like and consider exciting, particularly in terms of brand-linked memorability and impact.
“FCB has been making ads that grab South Africa’s attention and wins its hearts and minds since it opened doors in 1926. We’re no stranger to the Most Liked Ads lists, but it’s always gratifying to make them – as well as surveys such as Generation Next – because it proves good creativity helps grab attention, make a brand memorable, and get consumers to vote with their wallets.”
Adtrack™ is Millward Brown’s proprietary advertising testing system, evaluating the impact and liking of all brand advertising in South Africa over the last 31 years. The resultant database stands at close to 90 000 TV adverts tested, and more than 1.1 million interviews conducted, making it one of the largest of its kind in the world.
Engen/Wimpy’s ‘Happy Song’ was just one FCB Cape Town TVC to make the Adtrack™ Top 10; it also took 8th spot for the Savanna Dry ‘Angry Lemon’ TVC. FCB Joburg ranked in 1st position with ‘Bobby Share a Coke’ (known with the agency as Bobby 2) and 10th with Toyota Hilux Legend.
The 2015 Sunday Times Generation Next Survey, conducted by HDI across seven regions including Eastern Cape, Free Sate, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape and sponsored by Waltons, recognises South Africa’s most-loved brands, products and celebrities in 72 categories as voted for by over 5 400 youth aged 8 to 23.
“It’s been an exciting and rewarding week for our clients and the agency,” said FCB Cape Town MD Eric d’Oliveira. “Together, we’ve created some really effective and strategic work that has been proven to resonate with consumers; we look forward to see what the rest of the year brings.”