INDEX INDEX
PORTFOLIO COMMITTEE ON ENERGY REPORT
2011 – TO DATE
INDEX INDEX
The Committee requested 49M to brief them on
the following:
• A quick review on the 49M campaign, why it came
into being and what it hopes to achieve.
• A discussion on what the "49M pledge" means when
a company (etc) signs it and how is progress
monitored.
• Advocacy programmes
• A discussion on targets, deadlines and progress
towards achieving them including:
INDEX INDEX
• A discussion on public buy-in including peak
management demand
• Large stakeholder buy in to the 49M campaign.
include a sectorial discussion (if possible). The
various government sectors e.g. parastatals,
municipalities and industrial stakeholders e.g.
mining, manufacturing etc.
• A discussion on challenges faced and mechanisms
used to manage them
INDEX INDEX
• STRATEGY
• OVERVIEW PHASE 1
• OVERVIEW PHASE 2
• PUBLIC RELATIONS
NATIONAL ROADSHOW
• PARTNER PROGRAMME UPDATE
• MEDIA UPDATE
• DIGITAL UPDATE
• CHALLENGES
• ISSUES, DEBATES AND CHALLENGES
INDEX
INDEX INDEX
49M is a catalyst for change – a social campaign that aims to
encourage people to adopt energy efficient lifestyles and behaviors.
Mobilize the entire nation to band together to contribute to a better
future – economically, socially and environmentally.
THE ROLE OF 49M
STRATEGY
INDEX INDEX
THE CORE STRATEGIC IDEA Small change, big difference
Strategic theme: is about showing
how small, simple changes can lead
to making a huge difference for the
country – economically, socially and
environmentally.
Key message takeout: Every little bit
of electricity I save can actually make
a difference by saving my Pocket, the
Planet and Power.
Society
Environment Economy
Small change,
big difference
INDEX INDEX
OUR AUDIENCE
Our campaigns aim at being fully inclusive, therefore having universal
appeal – cutting across culture, race, gender and social strata.
Key markets– private and public sector, media, communities and
households.
INDEX INDEX
Phase 1:
March ‘11 to Jan ‘12
• Raise awareness of the 49M initiative
• Place the 49M brand within the mind of SA population through advertising and public relations, eg: public launch, media coverage, etc
• Create partnerships with stakeholders
• Get South Africans to sign on (pledge)
• Implement viral campaign
Phase 2:
Feb ‘12 to March ‘13
• Build momentum
• To create an understanding of 49M in all sectors of SA society
• To motivate South Africans to willingly reduce electricity consumption wherever possible.
• To achieve this in a manner that adds value to South Africa and Eskom’s brand reputations.
Phase 3:
Sustain momentum
April ‘13 to March ‘15
• To save the equivalent of 10% of (residential) energy consumption
• A national participatory initiative that is regarded and respected by all sectors of society as SA’s driver of sustainability.
• Sustainable society
• Sustainable environment
• Sustainable economy
WHAT WE SET OUT TO DO
INDEX INDEX
2011 – to date
WHAT WE HAVE ACHIEVED
INDEX INDEX
2011 – 2012
PHASE 1 OVERVIEW
INDEX INDEX
PHASE 1
Raise Awareness of 49M
Place the 49M brand within the mind of SA population through
advertising and public relations, eg: public launch, media coverage,
etc.
Create partnerships with stakeholders.
Get South Africans to sign on (pledge).
Implement viral campaign.
OVERALL OBJECTIVE
INDEX INDEX
ADVERTISING LAUNCH MEDIA
CHANNEL EXECUTION DURATION / SIZE
TV / CINEMA Strings TVC
News Clock
30” and 60”
PRINT A combination of newspapers,
consumer magazines and B2B
magazines
Various
RADIO Variuous
(11 official Languages)
OOH National campaign Airport, Building
wraps
Taxi branding
Supersites & Citilites
Various
INDEX INDEX
LAUNCH
• Launch by Deputy
President Kgalema
Mothlante
• Supported by Minister of
Energy Dipuo Peters and
Minister of Public
Enterprises, Malusi
Gigaba
• Supported by the
business community,
media and invited guests
• Nine 49M partners at
launch
INDEX INDEX
LAUNCH MEDIA
COVERAGE ACHIEVED
63 ARTICLES POSTED ONLINE
Click here for
print coverage
Click here for
broadcast coverage
MALL ACTIVATIONS = Total of
34 795 visitors
INDEX INDEX
TV channels
Etv, Mnet, eNews
S1, S2, S3
Supersports, Mnet Movies, Mnet Action, BBC Lifestyle, Mnet Series, Kyknet, CNN, Sky News
Apr 2011 – Mar’12
Reach 2+ :79.4%
Av. Freq.: 16.4
No of Spots : 511
CPP : R8 765
CPT : R26
A combination of newspapers, consumer magazines and B2B magazines
Reach : 17.4%
Av. Freq.: 1.39
No of Inserts : 29
National , ALS and regional stations
Reach : 77.5%
Av. Freq.: 17.7%
No of Spots : 4604
National campaign Airport, Building wraps
Taxi branding
Supersites & Citilites
Vehicle Count : 5.7 mil
Cinema
National Cinema campaign
Cinema Attendance : 1,1mil
PHASE 1 – Advertising APR 2011 – MAR 2012
INDEX INDEX
Advertising Media – Launch 2011
Television
• All SABC channels, eTV, DSTV,
Soweto TV, etc
• 813 insertions
Radio
• All SABC, national, regional and
community stations
• 4201 insertions
OOH
• National at high traffic area
• 27 Billboards
Cinema
• National
• 14 insertions
Print: Newspapers
• National, regional and community
print titles
• 159 insertions
Print : Magazine
• Weeklies and monthlies print titles
• 91 insertions
Digital
• Business and consumer sites
• 53 insertions
INDEX INDEX
2012 – 2013
PHASE 2 OVERVIEW
INDEX INDEX
ADVERTISING MEDIA
CHANNEL EXECUTION DURATION / SIZE
TV Strings TVC
Ministers TVC
Energy Saver TVC
News Clocks
30” and 60”
30” and 60”
20”
10”
CINEMA String and 15” switch off tag 60”
PRINT Manifesto print
Hand Print
Ministers Print
House illustration Print
Advertorials
Double page spread
Full Page, Full Colour
Strip adverts
Half page
RADIO Click Song Radio
Switch and Unplug Radio
30” and 45’ (11 official
Languages)
OOH Billboards
Citilights
Airport branding
Taxi Branding
Tavern TV screens
Mall change room posters
Golf Cart Screens
Various
INDEX INDEX
ADVERTISEMENTS
TVC’S:
- STRINGS: WE’RE ALL
CONNECTED)
- ENERGY SAVER
- NEWS CLOCK
- BE THE DIFFERENCE
RADIO:
- SWITCH OFF AND
UNPLUG
- CLICK SONG
CINEMA
OUTDOOR
NOTE: CLICK ON ADS TO VIEW
INDEX INDEX
Activations
Target Market:
LSM 5 – 10
Glass House
Expos
Malls
Green Campus
Movement
Energy Day
Community
Radio
Government
Relations
Target Market:
LSM 1 – 4
Minister address on
the role of the youth
in the energy sector
(Yfm)”
Community
Activations
SOC Pledge
Signing
Ceremony
Cabinet Lekgotla
photo opportunity
Partner
Programme
Target Market:
big brands, Big
employers,
SOCs, NGOs,
SMMEs
Partner
Relaunch
Newsletter
Internal
Activations
Ambassador
programme
Target Market:
Consumer
Academics
Industry Experts
COMMUNITY
Zizo Beda
DJ Oskido
CORPORATE
Miss Earth
Lloyd McFarlene
Braam Malherbe
Promotions &
Sponsorships
Target Market:
Consumer
Rocking Daisies
Charity Golf Day
Industry
Summits and
Conferences
Content Strategy (Long term unique selling proposition)
Media Relations
5 Pillars
Increase reach:
Public Relations, Promotions
and Partnerships
INDEX INDEX
NUMBER OF ARTICLES MONTH 2012 PRINT BROADCAST ONLINE TOTAL
JANUARY 3 8 5 0
FEBRUARY 11 6 3 20
MARCH 28 4 18 50
APRIL 25 3 7 35
MAY 36 13 8 57
JUNE 20 6 21 47
JULY 27 17 28 72
AUGUST 40 26 35 101
SEPTEMBER 30 18 14 62
OCTOBER 54 21 26 101
NOVEMBER 27 17 28 72
TOTAL 301 132 193 617
INDEX INDEX
MONTH TO MONTH PERFORMANCE
Platform Value January February March April May June YTD
AVE R 74 600 R 4 582 110 R 600 115 R 291 107 907 R65 184 692 R 339 969 R 357 232 684
PR Value R 223 800 R 13 746 330 R 1 800 345 R873 323 721 R 195 554 077 R 1 019 908 R 1 085 668 183
Broadcast
AVE R 4 911 255 R 22 830 R 4 306 560 R 9 148 507 R 16 918 R 24 096 R 18 430 166
PR Value R 14 733 765 R 68 490 R 12 919 680 R 27 445 523 R 50 754 R 72 288 R55 290 500
On line
AVE R 150 000 R 58 087 R 970 086 R 43 673 R 24 025 R 85 277 R 1 331 150.34
PR Value R 450 000 R 174 263 R 2 910 258 R 131 019 R 72 077 R 255 833 R 3 993 451 02
Total
AVE R 5 135 855 R 4 663 027 R 5 876 761 R 882 515 902 R 65 225 636 R 449 343 R 963 866 526
AVE = Advertising Value Equivalent
INDEX INDEX
MONTH TO MONTH PERFORMANCE
Platform Value July August September October YTD
AVE R 392 248 R 264 833 R 430 159.56 R 706 283.06 R 364 089 793.06
PR Value R 1 176744 R 794 499 R 1 290 479 R 2 118 849 R 1 092 269 379.18
Broadcast
AVE R 1 057 658 R 177 814 R 1 745 763.80 R 1 174 425 R 13 918 181
PR Value R 3 172 976 R 533 442 R 5 237 291 R 3 523 275 R 41 754 543
On line
AVE R 547 830 R 347 935 R 276 206.29 R 781 498.33 R 2 106 444.53
PR Value R 1 643 490 R 1 043 805 R 828 619 R 2 344 495 R 6 319 333.59
Total
AVE R 1 997 736 R 790 583 R 2 452 129.5 R 3 235 206.30 R 503 634 762.60
AVE = Advertising Value Equivalent
INDEX INDEX
FEATURES / ANALYSIS
• Some topics that were written and published include:
TOPIC MEDIA CHANNEL
EE for SMME’s Green Home Magazine
EE Farming Undercover Farming)
Nedbank greening initiatives Succeed
EE for homes and Business
Green Lifestyle
EE for homes and Business Eco Lifestyle
SMME in EE Financial Mail Essentials
INDEX INDEX
49M NATIONAL ROADSHOW
INDEX INDEX
SUMMARY
• Direct campaign exposure to over 3000 people;
• Activation was during weekend of opening of parliament, therefore high executive and political attendance;
• CSI initiative done in the local school and Empowerment of local business
Gugulethu
• Ministers addressed 150 businesses operating in Tshwane on 49M and running more EE businesses;
• Community outreach to over 2000 people in Mamelodi
Tshwane/
Mamelodi
• Campaign reached over 7500 people in 5 days in the Kwa-Guqa and surrounding areas, in Emalahleni;
• Media value achieved was R14 969 022
Kwa- Guqa
INDEX INDEX
SUMMARY
• Extensive support from local structures resulting in promotions reaching over 5000 people;
• Main event attracted 2000 people in attendance; Mdantsane
• Over 4000 community members reached over 2 days in Umlazi
• Promotions extended beyond Umlazi to cover Isipingo, Lamontville and Kwa-Mashu areas
Umlazi
INDEX INDEX
OTHER
• Government support from members of Lekgotla;
• Presentation of 49M to cabinet Lekgotla Cabinet Lekgotla
• Promotions extended beyond Umlazi to cover Isipingo, Lamontville and Kwa-Mashu areas
Over 4000 community
members reached over 2 days in
Umlazi
• Minister had hour long show on Y-Fm addressing youth on being more EE and joining 49M; Y-FM
INDEX INDEX
HIGHLIGHTS – CABINET LEKGOTLA
INDEX INDEX
PARTNERSHIPS
INDEX INDEX
PARTNER PROGRAMME
Companies pledge
support
Be energy efficient -assistance from IDM
Tell others – stakeholder
communications and campaigns
Partner Support
• AngloGold Ashanti launching community
engagement within municipalities that they
operate
• Samsung provided more than R 500 000
worth of appliances on loan for use in new
49M Glass Houses
• Green Building Council of South Africa to
advise its 1 000 members to join 49M
• Key media partners signed up with publicity
benefits
• Independent Newspapers
• CAXTON/CPT
• SABC (confirmed to sign, awaiting
date)
INDEX INDEX
OUR PARTNER DISTRIBUTION
INDEX INDEX
SOME OF OUR PARTNERS
Full partner list (as of Dec 2012)
Currently we have 74 partners
INDEX INDEX
GLASS HOUSE ACTIVATIONS
• Activations have reached South Africans through shopping malls,
industry expos, airport activations and partners
INDEX INDEX
Public Relations, Promotions
and Partnerships
INDEX INDEX
GLASS HOUSE ACTIVATIONS
Total mall activations:
11
Total combined number of people visiting the stand in 2012
48 650
Total Number EXPO’s
participated in:
37
INDEX INDEX
PARTNER GLASS HOUSE
ACTIVATIONS
Head Office staff 600 people
Head Office staff 15 000 people
Opening of New Menlyn Offices – 2 000 people
Airways Park staff activations
INDEX INDEX
MEDIA
INDEX INDEX
Advertising Media – 2012
Television
• All SABC channels, eTV, DSTV,
Soweto TV, etc
• 1301 insertions
Radio
• All SABC, national, regional and
community stations
• 4860 insertions
OOH
• National at high traffic area
• 23 Billboards
• 100 Branded Taxis
Cinema
• National
• 15 insertions
Print: Newspapers
• National, regional and community
print titles
• 743 insertions
Print : Magazine
• Weeklies and monthlies print titles
• 158 insertions
Digital
• Business and consumer sites
• 167 insertions
INDEX INDEX
DIGITAL
INDEX INDEX
Text Text
4,542 FACEBOOK COMMENTS
Pledges from Facebook = 257 The strategy we have put in place is to: Deepen the understanding of the 49M initiative through a targeted social, mobile and online media campaign, driving targeted messaging and building an online community.
What we’ve done? Next to do • Continue building and
engaging our growing online
social community
• ABTL and Digital need to be
integrated (awareness
towards social media) – we
need to drive to pledges, likes
and follows
What we need • Broaden our reach in the
digital space by means
offering wider variety of online
banners through MediaShop
LIKES
• Post energy saving tips which
are written by Global Interface,
which we amend for digital
usage.
• Link to various Press Releases
& video clips as well as engage
in daily conversation.
INDEX INDEX
1,362 TWITTER COMMENTS
Pledges from the Twitter account = 92 We are constantly reviewing the content for Twitter, which we currently receive from Global Interface, making it more digital and online specific. We don’t believe that the energy tips on their own suffice hence we need to engage our followers in a conversational manner and in so doing increase the number of Twitter followers.
FOLLOWERS
What we’ve done? Next to do • Constant Social Media
Monitoring (continuous)
• Identify and establish a
relationship with a Social
Media Ambassador
• Content needs to be received
in advance from Global
Interface
• Contextualize content: • Seasonal
• City specific
• Platform based
• Campaign based
What we need • Post energy saving tips which
are written by Global
Interface, which we amend for
digital usage.
• Link to Facebook
• Publish pictures and other
relevant posts
• Mention our partners as well
as initiatives tin which we’re
involved
INDEX INDEX
WEBSITE
Text Text
8,007 WEBSITE COMMENTS
• The role of digital is to help consumers connect the dots
through an online journey, ending up taking the 49M pledge.
• Digital media has the best chance of creating interaction and
influencing consumer behavior compared to broadcast media.
PLEDGES
What we’ve done?
• Pledges from the website = 2,721
• Seen an steady increase and
growth in pledges
• Created more awareness with the
help of external sponsorships /
alliances e.g. Miss Earth SA etc.
• Partnering with UCT in Cape
Town Green Campus Movement
Next to do What we need
• Grow our online social
community
• ABTL and Digital need to be
integrated (awareness
towards social media)
• Stronger call-to-action,
including focusing on driving
traffic to social media
• Currently we have banners in
three different sizes across a
small listing – we have to
produce more banners
• Awaiting confirmation from
client for further budget
approval
INDEX INDEX
WEBSITE METRICS
www.49M.co.za
INDEX INDEX
CHALLENGES
• Not top of mind and very limited commitment
Public and residential market challenges
• Slow take off, especially media partners
• Partners’ willingness to promote brand externally and endorse 49M
Partner challenges
• Get 49M message to South Africa rapidly and as widely as possible
• Get consumers to adopt the principles of 49M Overall challenges
INDEX INDEX
Issues, Debates and Challenges Research was undertaken in 2012 to drive actions for 2013 onwards
Issues Debates
Challenges
INDEX INDEX
47
Secondary research objectives: • Explore South African’s awareness level of the 49M campaign:
o Aware of the messages;
o Can recall the messages;
• Explore the knowledge and relevance of the campaign:
o Can understand the messages and understand what they need to do;
o Find the messages relevant;
o Find the media easy to engage with.
• Explore the motivation towards the campaign:
o Explore their general attitude regarding electricity usage;
o Acknowledgment of the importance of saving /cutting back on electricity usage.
• Explore the behaviour regarding electricity saving:
o Actual behaviour (tendency to engage in electricity saving behaviours);
o Sense of urgency to act now.
o Understand the socio-economic life across income strata regarding:
Understanding people’s habits around electricity consumption;
Determine the motivators and barriers around electricity and its consumption.
RESEARCH OBJECTIVES
To measure and determine the effectiveness of the 49M campaign among the South African
population:
INDEX INDEX
Methodology
Research design
• A quantitative research design was
used to address the objectives of the
Eskom 49m Campaign Evaluation.
1788 interviews
Data Collection Period Over a period of 4 weeks ranging from
29 October – 28 November 2012.
Data Collection 20 minute Computer Aided Personal
Interviews [CAPIs] were conducted with the
general public, in urban and non-urban
areas across all 9 provinces.
A total of 1927 interviews were conducted in
the effort to meet the set quota criteria. The
excess of 139 interviews that did not meet the
quota criteria are taken into account for the
purpose of reporting on the incidence of
awareness of the 49M campaign.
2.32% Maximum
margin of
error
• The questionnaire measured:
• Demographics
• Awareness and knowledge of electricity
efficiency campaigns and 49m campaign
specifically
• Associations with 49m campaign (brand equity)
• Success of the media platforms
• Rating the 49m campaign
• General perceptions and behaviour
• Needs from electricity saving campaign
95% Confidence
level
INDEX INDEX
Behaviour Actual
electricity saving behaviour
96%
* Incidence of awareness was calculated on a base of 1927.
Motivational Intention Inspired to
switch current
behaviour
92%
Relevance of the messages communicated in
the campaign
91%
Knowledge
of electricity saving behaviour
97%
Aware of the
campaign
73%*
Unaware of the
campaign
27%*
Knowledge
of electricity saving behaviour
78%
Behaviour Actual
electricity saving behaviour
76%
Motivational Intention Inspired to
switch current
behaviour
70%
Relevance of the messages communicated in
the campaign
67%
Key outcomes of the 49M campaign
Those that are aware of the 49M campaign are also more knowledgeable and more likely to engage in electricity saving behaviour.
The unaware group were exposed to the campaign to be able to provide feedback on the relevance and motivational intent.
INDEX INDEX
Awareness
Knowledge
73% Aware
27%
Unaware
90% of aware consumers
know what the
campaign is
about
Main
messages
received:
“It is everybody’s
responsibility to save electricity” &
“Every bit helps”
Ideas provided:
If you are
not using it,
switch it off!
Most aware &
most preferred
media platform is
TV. Different
medial platforms
serve different
purpose.
Key outcomes of the 49M campaign
INDEX INDEX
Rating the campaign
68% agree
completely
that it is a
good campaign
Low ratings = They pay for electricity
and therefore do not
have to save it, or that
the campaign is a waste of money
Unaware The unaware respondents do
not find value or relevance in
the ads displayed.
More intense or a
different form of
engagement is
required
Key outcomes of the 49M campaign
INDEX INDEX
83%
of Aware respondents report that
they have changed the
way they use electricity after seeing or hearing
the information.
4 out of every 5 people who are aware of
49M, changed their
behaviour
=
Behaviour
General perceptions and motivational intent
Saving
electricity is a
collective
responsibility
Main benefit
of saving
electricity =
save money
1. Awareness
2. Motivation
3. Knowledge
4. New & Innovate
ideas
Key outcomes of the 49M campaign
INDEX INDEX
THANK YOU