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PORTFOLIO COMMITTEE ON ENERGY REPORT

2011 – TO DATE

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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:

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• 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

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• STRATEGY

• OVERVIEW PHASE 1

• OVERVIEW PHASE 2

• PUBLIC RELATIONS

NATIONAL ROADSHOW

• PARTNER PROGRAMME UPDATE

• MEDIA UPDATE

• DIGITAL UPDATE

• CHALLENGES

• ISSUES, DEBATES AND CHALLENGES

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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

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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

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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.

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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

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2011 – to date

WHAT WE HAVE ACHIEVED

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2011 – 2012

PHASE 1 OVERVIEW

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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

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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

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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

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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

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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

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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

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2012 – 2013

PHASE 2 OVERVIEW

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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

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ADVERTISEMENTS

TVC’S:

- STRINGS: WE’RE ALL

CONNECTED)

- ENERGY SAVER

- NEWS CLOCK

- BE THE DIFFERENCE

RADIO:

- SWITCH OFF AND

UNPLUG

- CLICK SONG

CINEMA

PRINT

OUTDOOR

NOTE: CLICK ON ADS TO VIEW

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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

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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

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MONTH TO MONTH PERFORMANCE

Platform Value January February March April May June YTD

Print

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

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MONTH TO MONTH PERFORMANCE

Platform Value July August September October YTD

Print

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

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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

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49M NATIONAL ROADSHOW

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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

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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

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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

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HIGHLIGHTS – CABINET LEKGOTLA

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PARTNERSHIPS

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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)

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OUR PARTNER DISTRIBUTION

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SOME OF OUR PARTNERS

Full partner list (as of Dec 2012)

Currently we have 74 partners

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GLASS HOUSE ACTIVATIONS

• Activations have reached South Africans through shopping malls,

industry expos, airport activations and partners

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Public Relations, Promotions

and Partnerships

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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

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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

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MEDIA

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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

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DIGITAL

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FACEBOOK

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.

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TWITTER

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

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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

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WEBSITE METRICS

www.49M.co.za

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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

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Issues, Debates and Challenges Research was undertaken in 2012 to drive actions for 2013 onwards

Issues Debates

Challenges

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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:

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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

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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.

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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

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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

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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

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THANK YOU