Ogilvy get energetic for Eskom

"As Eskom evolves as a business, the need to communicate our positioning both internally and externally in order to stimulate pride, strengthen professionalism and build the brand has grown with it," says Eskom corporate communications manager Zintle Filtane.
 
"The entire campaign represents the global face of Eskom. It communicates the company's belief that human energy and drive is key in making positive change possible, while at the same time enhancing the value of our product offering, energy," she says.
 
A 90 second television commercial is supported by three 20 second cut downs that will each focus on a triple bottom line strategy. This includes social, economic and environmental focus areas. A radio campaign will support the TV commercial with a series of ads that will flight on national radio stations.
 
Ogilvy Johannesburg executive creative director, Peter Badenhorst, says: "In these executions, Eskom pays tribute to the drive and determination of individuals and groups who have defied the odds to the benefit of the economy, environment and societies in which they live. The stories are taken from all over the continent".
 
A series of print adverts has also been developed in support of TV and radio. "In addition to being focused around the same brand idea, most of these adverts will have a visual link to the entire campaign so as to encourage recall and positive reinforcement," he says.
 
"The core principle of the communications strategy is to show audiences that 'with energy, anything is possible'. The creative execution ensures that social, environmental and political pillars are clearly communicated, leaving the audience with a deep connection to the Eskom brand and truly feeling the brand promise," he says.
 
"The new positioning line finds resonance in reflecting Eskom's triple bottom line investment strategy. In all three of the different elements, there is equal emphasis placed on those issues unique to Africa. The storytelling concept allows for each aspect - TV vignette, radio script and print advertisement - to have one of these three as its central focus. Together they tell of a future filled with hope and endless possibility for all the people of this beautiful continent," he says.