Promoting solar energy pays off
Promoting a solar energy related Eskom campaign at grass roots level on a community radio station, the highly targeted and imaginative radio drama aired during July and August 2011 on the Voice of Tembisa. It was initially created to inform Ivory Park residents of Eskom's 'Viva Free Hot Water' programme, while increasing awareness of solar energy opportunities.
The MediaShop elected to use community radio because of its niched benefits in reaching the immediate geographic target market. The creative team of Creatix, radio and entertainment specialists, tackled the subject through storytelling, creating an impactful branded radio campaign. Viva Street spoke to the target market on its turf and in its own language.
The radio drama aired weekly for six weeks, focusing directly on the community where Eskom's solar heating programme was being rolled-out. The five-minute episodes were broadcast in English on Wednesdays and isiZulu on Saturdays.
Donald Liphoko, associate media director at The MediaShop says, "Congratulations to everyone involved in this programme. We are thrilled to be behind another successful media campaign, which not only educated people but is also being recognised internationally."
The fifth International Entertainment Education Conference (EE5) brings together a variety of stakeholders from around the world to examine best practices and new advances and conduct hands-on, participatory learning and explore techniques to improve effectiveness of the most vulnerable - women and children.
EE5 will inspire the entertainment industry, public health programmers, researchers, donors, government entities and others to harness the power of entertainment education and improve health and wellbeing around the world.
The brief to Vega students was simple, produce a creative marketing and communications campaign that showcased the unique aspects of the Dinokeng area and bring some renewed energy to the brand. In return, the Dinokeng Project would give a R50 000 bursary to a talented, well performing and financially needy student.
The result was a creative campaign, which came to be known as the Meet Dinokeng campaign. The campaign used five distinct locals and, using their personal stories, demonstrated the warm and welcoming spirit of Dinokeng. It profiled the concept of travel with a conscience and encouraged people to visit Dinokeng and support responsible tourism initiatives.
The print, radio and online campaign was launched in May 2011 and since then destination enquiries has grown.
The winning bursary student, Kwanele Makhoba was selected not just for his top marks in brand strategy and creative development but also for his commitment to the creative industry.
Dawn Robertson, CEO of the Dinokeng Project, says, "We wanted to inject some fresh ideas and energy into the Dinokeng brand and support a previously disadvantaged student to enter the communications sector by giving them the opportunity to study at an internationally recognised and leading brand innovation school."
The Dinokeng Project will continue to work with Vega School of Brand Leadership.
"Our relationship with the Vega School of Brand Leadership does not end here as we have engaged Gordon Cook, the principal navigator to advise and guide a bigger project on the development of the Gauteng Tourism brand. The school's design philosophy, combined with a systematic application of brand strategy, is key in delivering the Meet Dinokeng concept, which has created a trend for the promotion of responsible tourism," concludes Robertson.
