Engen Petroleum, owned by Petronas, operates across 13 African countries as a downstream provider of fuel, lubricants, wax and other petroleum products. With South Africa hosting the Soccer World Cup, Engen’s change management team hired Piilo Group consultants to help them to launch and manage their African Welcome campaign to unite and engage their employees, retail forecourts, refinery and depots, as well as service providers and B2C plus B2B customers on their brand.

The objective of the African Welcome program was to unite people behind the event while using this as a revenue and brand-building opportunity. 

 

Piilo worked with the Engen business transformation Group CEO, Marketing Executives, CIO and their advertising agency to develop a comprehensive program to engage the various stakeholders. Piilo was responsible for the change management, communication management, program management and successful delivery of the program across multiple countries.

 

The change management program used a comprehensive set of engagement tools, from traditional TV and radio to web-based media and mobile campaigns, while implementing new technologies which set the basis for future company engagements.

Some firsts for the company included:

• • Application of televisions across forecourts

• • Mobi-site engagement of forecourt staff

• • eLearning for forecourt and retail shop staff

• • Taxi rank TV

• • University and college TV

• • Branded email banners

• • Application of social media to engage customers

https://youtu.be/5AIJQLgkpDQ

Some key stats on the size and impact of the 2010 Engen Petroleum change management program:

• • 13 countries

• • Three official country languages, ten other local spoken languages

• • +20 000 forecourt staff

• • +4 500 office staff

• • +4m customers

• • +25 m digital campaign impressions

• • +11 m television viewers on infomercial bursts

• • +15 m radio listeners

• • +4 m magazine readers

• • +1000 forecourt TV installed

• • +500 taxi branded

• • +2000 schools activated

• • +60 000 kids engaged

• • +1m emails sent with branded banners

The outcome was one of the most comprehensive and successful company-wide and cross-country programs. 

If you want more information on how we can help your business, please contact Piilo Group at info@piilogroup.com.