14 - Cape Town’s Electricity Saving Campaign (Sheryl Ozinsky)

8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)

httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 159



First viral campaign

httpwwwyoutubecomwatchv=vyN8oCgyN8Q



Why should cities be involved in

electricity saving campaignsBlackouts in homes and businesses

in 20072008 cost the economy

R50 billion (NERSA)

Energy Efficiency Campaigns will cost

cities a fraction of this amount

Residential electricity consumption

responsible for 38 of electricity

consumption in Cape Town

Residential consumption contributes

substantially to lsquopeak consumptionrsquo



Campaign based on key research

Research

Eskom DSM consumer research from past few years

Stellenb Univ MBA survey into willingness to purchase green power

TNS Climate Change yearly survey 2005-8

Cityrsquos consumer satisfaction survey 2009

Smart Living questions in survey at HomeMakers Expo6 Focus groups in late 2009 ndash Mthente report

Research quoted in Draft FCB strategy document eg HSRC etc



Research insights

Most people understand the need to save but not aware

how serious shortage is

Already doing some things to save at home but not sure what the mosteffective methods are

Info diversityoverload not sure who to trust for advice

Not happy with authorities (Eskom)lsquoGrudge purchasersquo

Cost is 1 reason for saving but other reasons too

Every house is different No single answer for allIn Cape Town low income groups consume only 7 of total electricity

consumption whereas the small group of high-end consumers account

for 31 of consumption





Breakdown of electricity use in Cape Town

City supply area including lossesSource Sustainable Energy Africa 2009

983122983141983155983145983140983141983150983156983145983137983148

983080983149983145983140983085983144983145 983145983150983139983151983149983141983081

983091983089983077

983122983141983155983145983140983141983150983156983145983137983148

983080983148983151983159 983145983150983139983151983149983141983081

983095983077

983107983151983149983149983141983154983139983145983137983148

983089983092983077

983105983143983154983145983139

983088983077

983113983150983140983157983155983156983154983145983137983148

983091983096983077

983123983156983154983141983141983156983148983145983143983144983156983155

983089983077

983116983151983155983155983141983155

983097983077



Target audience

Primary audience households with geysers (LSM 5-10)

Male amp female household heads aged 30-60

Metro wide but particular focus on four energy constrained areas

- Brackenfell

- Seapoint

- Lansdowne- Hout Bay

Separate meters for monitoring

Targets those who care about saving R200 a month amp also wealthier

groups who face larger bill increases



Timeframes

Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010

Implementation with outreach to communities and media promotion

Sept 2010 ndash June 2011 and thereafter for further 2 years

Tariff increase and

winter higher

consumption pinch in

JuneJulyAug each year

so bulk of media spend

March ndash June 2011



Cape Townrsquos Electricity Saving Campaign

Social Marketing Campaign -

behaviour change beyond simply

lsquoawarenessrsquo

Bi-linelsquoSmart Living Smart Saving

For All the Right Reasonsrsquo

Maximise Partnerships Media

Eskom Retailers etc

Direct to lsquomarket-placersquo to find

reliable servicesproducts

Up to 3 languages



Key advice content

bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them

bull Ensure detailed technical information is available to support all campaignadvice

bull The select interventions were then compiled into a table that categorized

the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo

lsquolow costrsquo and

lsquoinvest to saversquo



Campaign content10 best ways to save at home (overall)

bull No costbehavior

change

bull Turn the geyser temperature down to 60deg C

bull Use less hot water

bull Switch off equipment when not in use

bull Reduce pool pump operating hours

bull Reduce excessive heating or cooling

bull Low costoptionsinvesting

under R1000

bull Install an efficient shower head

bull Insulate geyser and water pipes leading to it

bull Install efficient lighting

bull Invest to saveoptions

bull Install a solar water heater

bull Insulate the ceiling



Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7

Cape Town-specific home consumption

Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy

report amp Cape Town Futures 2004



Best ways to save on water heating

bull No costbehaviorchange

bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed

Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday

bull Low costoptions

investingunder R1000

bull Install an efficient shower head A good product will save

both water and electricity without compromising your showerexperience and the savings usually pays back the investment

within a few weeks or months

Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers


bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years



Campaign Indicators

Impact to be measured

through direct reduction in

consumption (meters in 4

areas)

through increases in

awareness (ERC UCTsurveys baseline done)

sales of efficiency

technologies



How to influence behaviour change UCT Study

We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity

Consumption

Grant Smith (EPRU)

Descriptive Norms

Previous research has shown that people will tend toalter their consumption towards a reported norm

We report norms at two levels of aggregation

Injunctive norms

A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption

Two sorts of norms areinvestigated

City

level

Eg The average household in theCity consumed 100kwh last month

Neighbourhood

level Eg The average household in your neighbourhood consumed 425 kwh last monthand

Your household consumed 200 kwhin the past month

Your household consumed morelessthan the average

If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)

bull 13 319 Households

bull 7532 in Treatment Sample

bull 5787 in Control Sample

(untreated households from the sameneighbourhoods as the treated sample)

bull 12 Suburbs

bull From everywhere except Western and

Eastern areas

bull 3 Major Socio-economic levels

bull Each area 3 Major bands of

domestic electricity consumption



What are the initial results

Grant Smith (EPRU)

Cell All Norms A B C D Control

Level ofreporting

NA City City Neighbourhood Neighbourhood NA

Norms

reported

NA DescriptiveDescriptive

and Injunctive

DescriptiveDescriptive and

Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132

1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm

1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet

(significantly greater percentage decline in consumption than the untreated sample)

As a percentage of the householdrsquos December consumption

As a result of an error at the printers more than half of the sample was notmailed in January

vs



ENERGY EFFICIENCY FORUMfor Commercial Buildings

bull Hosted 4 Forums thus far approx 200 attendees at each

bull Marketplace on 01 December for energy efficient goodsservices



Above the lineBroader City

approach


approach

AdvertisingAdvertising

Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items

Direct marketingfour Constrained

areas

Direct marketing

four Constrainedareas

Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media

ExhibitionsExhibitions

leaflets sent out with rates bills

posters at 600 pre-paid vendors

messages on pre-paid tokens

You-tube flashes link via email

Print and radio

Caps stickers magnets clothing Shopping centers schools amp

Dedicated high traffic areas

Knock and drop

Community newspapers

ElectricitySavingsCampaign

ElectricitySavings

Campaign

PartnershipsPartnerships



Campaign identity



Extension of campaign identity

Water conservation Biodiversity conservation



Campaign channels

Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza

Rates bill insert X 400 000 copies (properties valued at gt R300000)

Posters at 600 pre-paid vendours

Presentations to residents in supply constrained areas (BkfLandsSPHB)

Demonstration booths at shopping centres

Messages on hold

Print (Community newspapers)

Radio

PR TV (5050 insert)

Viral e-mailers



Marketing Channels Internal

Electricity and rates billing systems

City News ndash 8-page tabloid insert withcommunity papers Quarterly

Enviroworks newsletter ndash biannual 10000

hard copy and 200 by emailE-communication ndash bulk-emailer system

under development

Call Centre - limited capacity for calls emails

and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape

Town metro area

Smart Living programme ndash corporate staff

and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience

Cityrsquos internal staff communication weekly

electronic lsquoe-nformrsquo newsletters and bi-monthly

printed Contact newsletter



Channel partners

Media partnership Eng amp Afr

Partnership with Eskom

Exploring partnerships with key

companies eg promotions

through WW PnP and staff

campaigns with OMMetropolitan SanlamSantam

Work with electricianplumbers

and retail suppliers eg Builderrsquos

Warehouse



Energy

Champions













Posters tobe placed at

pre-paid

electricityvendours



Pre-paid



Messages on holdCityrsquos main Call Center 0860- 103089

Electricity Dept fault reporting call center

If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use

less and save For help in taking action visit wwwsavingelectricityorgza

With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza

The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving

steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel

good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza



Our Electricity Saving campaignhas two components

a rational part that speaksof the cost to consumers

The emotional speaksof the cost to the environment



RationalElectricity is expensive

Saving is simple

Emotional

Electricity could costmore than you think



Emotional

















Saving is simple



























The 8 key steps towards an electricity saving campaign



y p y g p g

1 Get top management approval and allocate resources to drive the process

2 Conduct a social marketing research exercise

3 Set out the campaign concept and objectives

4 Set measurable objectives as indicators of success

5Find a campaign method best suited for your audience

6 Develop campaignrsquos Key Advice Content

7 Establish time frames and a budget

8 Appoint campaign implementers

Thank you



y



First viral campaign

httpwwwyoutubecomwatchv=vyN8oCgyN8Q






R50 billion (NERSA)











Research









Research insights
















983122983141983155983145983140983141983150983156983145983137983148

983080983149983145983140983085983144983145 983145983150983139983151983149983141983081

983091983089983077

983122983141983155983145983140983141983150983156983145983137983148

983080983148983151983159 983145983150983139983151983149983141983081

983095983077

983107983151983149983149983141983154983139983145983137983148

983089983092983077

983105983143983154983145983139

983088983077

983113983150983140983157983155983156983154983145983137983148

983091983096983077

983123983156983154983141983141983156983148983145983143983144983156983155

983089983077

983116983151983155983155983141983155

983097983077



Target audience




- Brackenfell

- Seapoint







Timeframes




Tariff increase and

winter higher










lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y






R50 billion (NERSA)











Research









Research insights
















983122983141983155983145983140983141983150983156983145983137983148

983080983149983145983140983085983144983145 983145983150983139983151983149983141983081

983091983089983077

983122983141983155983145983140983141983150983156983145983137983148

983080983148983151983159 983145983150983139983151983149983141983081

983095983077

983107983151983149983149983141983154983139983145983137983148

983089983092983077

983105983143983154983145983139

983088983077

983113983150983140983157983155983156983154983145983137983148

983091983096983077

983123983156983154983141983141983156983148983145983143983144983156983155

983089983077

983116983151983155983155983141983155

983097983077



Target audience




- Brackenfell

- Seapoint







Timeframes




Tariff increase and

winter higher










lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y




Research









Research insights
















983122983141983155983145983140983141983150983156983145983137983148

983080983149983145983140983085983144983145 983145983150983139983151983149983141983081

983091983089983077

983122983141983155983145983140983141983150983156983145983137983148

983080983148983151983159 983145983150983139983151983149983141983081

983095983077

983107983151983149983149983141983154983139983145983137983148

983089983092983077

983105983143983154983145983139

983088983077

983113983150983140983157983155983156983154983145983137983148

983091983096983077

983123983156983154983141983141983156983148983145983143983144983156983155

983089983077

983116983151983155983155983141983155

983097983077



Target audience




- Brackenfell

- Seapoint







Timeframes




Tariff increase and

winter higher










lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Research insights
















983122983141983155983145983140983141983150983156983145983137983148

983080983149983145983140983085983144983145 983145983150983139983151983149983141983081

983091983089983077

983122983141983155983145983140983141983150983156983145983137983148

983080983148983151983159 983145983150983139983151983149983141983081

983095983077

983107983151983149983149983141983154983139983145983137983148

983089983092983077

983105983143983154983145983139

983088983077

983113983150983140983157983155983156983154983145983137983148

983091983096983077

983123983156983154983141983141983156983148983145983143983144983156983155

983089983077

983116983151983155983155983141983155

983097983077



Target audience




- Brackenfell

- Seapoint







Timeframes




Tariff increase and

winter higher










lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y







983122983141983155983145983140983141983150983156983145983137983148

983080983149983145983140983085983144983145 983145983150983139983151983149983141983081

983091983089983077

983122983141983155983145983140983141983150983156983145983137983148

983080983148983151983159 983145983150983139983151983149983141983081

983095983077

983107983151983149983149983141983154983139983145983137983148

983089983092983077

983105983143983154983145983139

983088983077

983113983150983140983157983155983156983154983145983137983148

983091983096983077

983123983156983154983141983141983156983148983145983143983144983156983155

983089983077

983116983151983155983155983141983155

983097983077



Target audience




- Brackenfell

- Seapoint







Timeframes




Tariff increase and

winter higher










lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y





983122983141983155983145983140983141983150983156983145983137983148

983080983149983145983140983085983144983145 983145983150983139983151983149983141983081

983091983089983077

983122983141983155983145983140983141983150983156983145983137983148

983080983148983151983159 983145983150983139983151983149983141983081

983095983077

983107983151983149983149983141983154983139983145983137983148

983089983092983077

983105983143983154983145983139

983088983077

983113983150983140983157983155983156983154983145983137983148

983091983096983077

983123983156983154983141983141983156983148983145983143983144983156983155

983089983077

983116983151983155983155983141983155

983097983077



Target audience




- Brackenfell

- Seapoint







Timeframes




Tariff increase and

winter higher










lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Target audience




- Brackenfell

- Seapoint







Timeframes




Tariff increase and

winter higher










lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Timeframes




Tariff increase and

winter higher










lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y






lsquoawarenessrsquo




Eskom Retailers etc



Up to 3 languages



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Key advice content











change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y





change







under R1000









Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Lighting

14

Cooking

19

Space

heating

10

Waterheating

50

Refrigeration

7




















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y

















Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Campaign Indicators




areas)



sales of efficiency

technologies





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y





Consumption

Grant Smith (EPRU)

Descriptive Norms



Injunctive norms



City

level


Neighbourhood




If under consuming

If over consuming



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



What is the sample

Grant Smith (EPRU)





bull 12 Suburbs


Eastern areas







Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y




Grant Smith (EPRU)


Level ofreporting


Norms

reported


and Injunctive


Injunctive

No Insert

with billOverall

n(sdev)

2003(249)

519(251)

476(241)

518(268)

490(231)

1593(396)

change - 189 -182 -191 -179 -202 -132






vs









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y









approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y




approach


approach


Viralmarketing

Viralmarketing

Branded

promo items

Branded

promo items


areas

Direct marketing


Communitybased

presentations

Communitybased

presentations

Targetedprint media

Targetedprint media






Print and radio



Knock and drop



ElectricitySavings

Campaign




Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Campaign identity







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y







Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Campaign channels






Messages on hold


Radio

PR TV (5050 insert)

Viral e-mailers








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y








under development



Town metro area








Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Channel partners









Warehouse



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Energy

Champions














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y














pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y












pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y










pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y








pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y






pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y




pre-paid

electricityvendours



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Pre-paid



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



















Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y









Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y




Saving is simple

Emotional




Emotional

















Saving is simple






























y p y g p g









Thank you



y



Emotional

















Saving is simple






























y p y g p g









Thank you



y
















Saving is simple






























y p y g p g









Thank you



y














Saving is simple






























y p y g p g









Thank you



y












Saving is simple






























y p y g p g









Thank you



y










Saving is simple






























y p y g p g









Thank you



y








Saving is simple






























y p y g p g









Thank you



y






Saving is simple






























y p y g p g









Thank you



y




Saving is simple






























y p y g p g









Thank you



y






























y p y g p g









Thank you



y




























y p y g p g









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y


























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Documents

14 - Cape Town’s Electricity Saving Campaign (Sheryl Ozinsky)