Parastatal electricity provider Eskom has signed an exclusive three-month contract with Icon Media, Primedia Unlimited subsidiary’s branded shopping cart experts, to create awareness of its CFL ‘Switch and Save’ campaign. The partnership will deliver exposure for Eskom in Shoprite Checkers, Makro, Pick ‘n Pay and Builders Warehouse outlets nationwide.

The Eskom campaign will be branded on 147 trolleys in Builder’s Warehouse outlets, 299 in Checkers Hypers, 402 in Checkers Super Stores, 144 in Makro and 228 trolleys throughout the Pick ‘n Pay chain, totalling 1220 in-store brand ambassadors on wheels.
According to Primedia Unlimited, the primary objective of the Switch and Save campaign, placed by full service media agency The Media Shop, is to drive awareness around light-saving options and to persuade consumers to change from original bulbs to CFL.

Primedia Unlimited CEO Ken Varejes explains, “Branded trolleys are high visibility and are the largest form of interior in store advertising creating a virtual moving billboard in-store. They create an impact and are absolutely loved by children and moms alike. For Eskom the medium delivers the energy saving message at the point of purchase and facilitates a relaxed shopping experience for parents with young children.

Shopping is an experience built on sensations and positive emotions. Our in-mall platforms enable brands to stand out from the competition and establish a significant relationship with customers in an uncluttered space.”