JOHANNESBURG: Vodacom recently branded five Eco Power towers in Gauteng. The free-standing structures with space for branding and a solar panel at the top, was part of Vodacom's strategy to further extend its brand into the rural communities as well as to support the local communities. Posterscope, Vodacom's OOH partner, along with media owner JB Media were the driving force behind the initiative.
The Eco Power towers and entrepreneur empowerment concept was developed out of a brainstorming session between the directors of Africa Responds Clearly Eco Homes and its Stellenbosch-based partner technology company UGESI.
The rationale behind the Eco Power towers concept is to get brands to interact more with the main markets in townships using Out-of-Home media, and at the same time to empower local people with the opportunity to take ownership of their own business without the usual challenges of finding start-up capital. On a daily level the initiative assists thousands of residents to source and buy electricity to charge their cell phones more affordably.