NAB signs first advertiser on new Power Note platform

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"Operation Khanyisa has been extremely forward thinking in seizing the first major opportunity to use the Power Note package," says Olav Westphal, NAB's new business development director. "Its campaign is well crafted and fits with the new platform in educating South African citizens on how electricity theft negatively affects their lives and the economy."

The campaigns are designed to focus on electricity theft and the impact it has on the economy and its implications on the ground for local communities. It also mobilises and inspires South Africans to act against electricity theft, to report electricity thieves to Crime Line by detailed, anonymous SMS to 32211 (R1/SMS) and to stand for legal, safe and efficient power use.

Scale of the campaign

Representatives from NAB, Draftfcb, Eskom and Magna Carta.

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Westphal describes the scale of the campaign. "The Power Notes have been applied onto three million local newspaper copies that will be distributed nationally in March 2013. We are confident it is going to be successful and have the desired effect, given that the idea and execution is new, fresh and innovative. Millions of South African households are going to notice it and we are hoping the important message sinks in."

Maboe Maphaka, Eskom's national sponsor for its energy losses management programme (ELP) and champion for Operation Khanyisa says, "This is an excellent opportunity for us to reinforce awareness for Operation Khanyisa, while engaging with millions of households nationally.
It also helps to change the conversation around electricity theft to one that shows the hard-hitting realities of this crime's impact and consequences for us as a nation."

Impact execution

The Power Note offers impact execution that all types of advertisers can use to generate awareness in high reaching local newspapers. Its ability to be easily removed, without damaging the newsprint and re-applied elsewhere in the home or business, makes it a major consideration for manufacturers, services and retail.

"Caxton has invested in the machinery to produce the Power Note delivery and it's designed to meet our clients' objectives - be it brand awareness, sales objectives, direct response or the launch of a store or new brand. We know Operation Khanyisa is going to be pleased with the outcome of this campaign," concludes Westphal.