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The Awakening: Activations in Africa (By Warren Brett)

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digital era

Activations are the key that unlocks the connection between brands and consumers as they drive to incite trial and drive conversion, selling benefits over features and affecting behavioural changes

DAR ES SALAAM, Tanzania, April 17, 2023/APO Group/ — 

By Warren Brett – Cluster Executive, SEA Region, Smollan Tanzania (https://Smollan.com)

The digital era is on us with the pandemic sealing the deal as tech and ecommerce stepped up and on parade. Tantalising us with seamless, effortless shopping, even at 3am when sleep just won’t play the game – essentially reprogramming our DNA. 

In the bigger picture looking well beyond the horizon (or is it just around the corner?), we are ultimately gearing up to be humanoids where our bodies are landscaped for tech. Super handy, but not just yet. As it turns out we also like the human-on-human experience – to network as a crew, to be part of a crowd and share experiences.

Warren Brett Cluster Executive, SEA Region, Smollan Tanzania, takes a closer look at activations in Africa. Where personal and immersive experiences capture interest and set the scene for a properly engaging story and where the customer feels great about their decision to buy product X or Y. Therein lies the beauty, that cannot be experienced (for now) from a couch.

Activations are the key that unlocks the connection between brands and consumers as they drive to incite trial and drive conversion, selling benefits over features and affecting behavioural changes.

As the market becomes increasingly flooded with a wide range of products and services it breeds a highly competitive environment to gain customer wallet share. So too, consumers are becoming increasingly discerning and with said tech developments and internet penetration they are not only well exposed but also knowledgeable. In turn, retailers and brands have had to shift their focus from awareness to connections, which have proven to offer a longer-term customer lifespan.

We can then measure the effectiveness of activations with the ability to track reach, conversion as well as consumer insights

In Africa, companies are now offering more interactive BTL activities including activations as a must have in their marketing plans from sampling activities, experiential activities, and instore activations to drive brand and increase product uptake. A chance to build, target and engage.

“Activations in Africa are on the increase – an opportunity to position brands differently based on who your target market is, where they are shopping, and what they like to be associated with. As well as addressing specific needs both functionally and emotionally. With the economic difficulties affecting the region we’ve seen that consumers are shifting their shopping behaviour to purchasing more local products that are cheaper. This has forced multinationals to focus on the benefits of selling promotions and association marketing that is primarily being driven by consumer facing activations,” says Brett.

For niche brands – events, high-net worth activities i.e., golf activations and tastings as well mall experiential activations are beginning to sway consumer decision-making. At the other end of the mass brands scale, initiating high traffic activations such roadshows, market storms and home-to-home are reaching B-C2 consumers.

“We can then measure the effectiveness of activations with the ability to track reach, conversion as well as consumer insights which assist in tailoring the activation strategy to fit a specific consumer segment,” added Brett.

That said, there are challenges as reported by www.Ecommerce.co.za. Customers in Africa in generalised terms are happy to experience brands for free during trials and shows, but not necessarily patronise the brand going forward.

Valuable strategies to shift this narrative include:

  • Using activations to increase brand value as findings show that customers in Africa do not regard value as making extraordinary promises but rather, as consistently fulfilling simple promises.
  • Thoughtfully planning and running activations that deliver the right messages to the right audience at the right frequency through the proper channels.
  • Determining the exact role of the activation at each step of the buying journey. Offline and online activations must also be in sync.
  • Prioritising intimate customer engagement over massive events can create new opportunities for understanding customer behaviour, consumption patterns, values, and lifestyles.

“Giving support to value chains and creating a buzz with consumers who have not necessarily experienced these types of events before is incredibly satisfying. We’ve seen first-hand in Kenya how we were able to reach 56,000 consumers in a week with a conversion rate of 91% for one client; 30,000 in-store customer interactions with approximately 7,500 Pcs sales recorded for another, and in a roadshow and caravan format, onboard 19,569 traders. It makes the activation potential in Africa, despite the challenges, so exciting,” said Brett.

Distributed by APO Group on behalf of Smollan.

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Not Just a Sporting Event, but Also a Technological Test: Insights into the World’s First Human-Robot Co-Run Marathon

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E-Town

BEIJING, CHINA – Media OutReach Newswire – 9 April 2025 – A scene even science fiction has yet to depict—humans and humanoid robots running side by side in a half-marathon — will become reality on ​April 13 in Beijing E-Town. Every spring, marathons sprout across China like bamboo shoots after rain. In Beijing, the world’s only “Dual Olympic City” and a global hub for science and innovation, the ​2025 Beijing E-Town Half-Marathon and Humanoid Robot Half-Marathon, scheduled for ​April 13, will pioneer a “sports + technology” format. For the first time, humanoid robots will register alongside human runners, start simultaneously, and share the 21.0975-kilometer course in an unprecedented fusion of innovation.

Li Quan, Member of the Party Working Committee and Deputy Director of the Administrative Committee of Beijing E-Town, revealed that the event has already attracted over ​30,000 human applicants. On the robotics front, global humanoid robot companies, research institutes, robotics clubs, universities, and other innovators have shown immense enthusiasm, with registration numbers soaring.

Notably, to ensure safety, ​physical barriers will separate human and robot runners, with distinct race rules and completion time standards. Yet this groundbreaking human-robot collaboration undeniably signals a bold leap for “technology stepping into reality.”

During a visit to training facilities, reporters observed teams racing against time to upgrade robotic components and intelligence levels, tackling technical challenges to enhance mobility. Some competing robots now reach a ​top speed of 12 km/h. To mitigate the physical strain of road running, some models have added shock-absorbing mechanisms, while others wear customized running shoes.

Liang Liang, Deputy Director of the Beijing E-Town Administrative Committee, explained that as the event is a ​global first with no prior experience or data to reference, both logistics and participants face significant hurdles. To support the robots, organizers have deployed dedicated support vehicles and robotic aid stations. Additionally, they are working closely with each team to refine technology, troubleshoot functions, and achieve developmental goals through pre-race collaboration.

At the ​2024 Paris Olympics, artificial intelligence revolutionized real-time data monitoring, 3D motion capture, and referee decision-making—boosting athlete training efficiency and competitive fairness while showcasing how technology elevates life’s value.

The upcoming human-robot “half-marathon” collaboration represents a ​new frontier where the humanoid robotics industry intersects with humanity, sports, and endurance challenges. Industry experts note that half-marathons strike an ideal balance between “challenge and accessibility”: the event’s low entry barrier contrasts with its rigorous test of physical stamina and mental resilience, culminating in profound personal achievement. By completing the same course, humanoid robots aim to validate industrial progress and refine human-centric technologies.

“This isn’t just a sports competition—it’s a ​stress test for technological breakthroughs and industrial growth,” asserted Xiong Youjun, CEO of the Beijing Humanoid Robot Innovation Center.

A participating robotics executive stated that “marathon-running robots” could accelerate technical maturity, spur industry standards, and drive innovation. On one front, the effort pushes upgrades in high-torque motors, flexible joints, and wear-resistant materials. On another, running’s demand for full-body coordination forces tighter integration of hardware-software systems and deeper partnerships between manufacturers and AI algorithm firms.

These advances promise to unlock ​transformative applications: deploying humanoid robots in disaster relief, long-range inspections, hazardous operations, smart manufacturing, and even elderly home care. As capabilities grow, such robots could also serve as AI training partners for elite athletes, “giving back” to sports development.

Industry experts emphasize that humanoid robots—comprising thousands of components—still face significant hurdles in maintaining stable, prolonged running.

Xiong Youjun explained, “Real-world road conditions differ vastly from lab environments.” To complete the race, robots require ​high-density integrated joints and bodies capable of enduring long distances with efficient heat dissipation. Second, precise coordination of all joints is critical for running, positioning, and dynamic obstacle avoidance—a test of core algorithm development and adaptability. Third, the marathon’s demands on stability, reliability, and battery life are immense, with slopes, turns, and uneven terrain pushing machine performance to its limits.

Given ​persistent technical challenges requiring breakthroughs in industrial development, alongside the disruptive impact of complex outdoor environments on robotic operations, current capabilities allow robots to run alongside humans but not truly compete with them. Thus, this event functions more as an ​industry dialogue and a ​robotic stress test than a traditional race.

For human participants and spectators, sharing the track with robots offers sensory thrills and intellectual expansion. These benefits are concrete: the “constructive interplay” between technology and society clarifies the boundaries of human-robot collaboration, reinforces the principle of “technology for humanity,” and accelerates the shift from ​coexistence to ​co-prosperity.

“As the essence of this event, humanoid robots ‘running marathons’ symbolize humanity’s imagination and dreams in motion—that’s the ultimate highlight,” said Li Quan. “Regardless of rankings or speed, the footprints left by these robots at the finish line hold greater value than any medal. The 21-kilometer course will end, but our quest for human-robot synergy never will.”

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Ghana’s Minister of Lands and Natural Resources to Speak at Mining in Motion Conference

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Critical Minerals Africa

Mining in Motion will feature Hon. Armah-Kofi Buah, Minister for Lands and Natural Resources in high-level panel discussions on trends and opportunities within the gold mining sector

The Mining in Motion 2025 Summit is pleased to announce the participation of Hon. Emmanuel Armah-Kofi Buah, Minister for Lands and Natural Resources, Ghana as a keynote speaker.

Held under the theme Sustainable Mining & Local Growth – Leveraging Resources for Global Impact, the summit brings together Ghana’s policymakers, gold mining stakeholders and international investors to explore strategies for unlocking Ghana’s full mining potential.

Minister Buah’s participation will be instrumental in highlighting opportunities across Ghana’s gold mining value chain, discussing regulatory reforms designed to attract new investments and promoting local content development. The event will showcase Ghana’s initiatives to formalize and strengthen the artisanal and small-scale gold mining (ASGM) sector.

Under the leadership of Hon. Bauh, Ghana’s Ministry of Lands and Natural Resources has driven the growth of the ASGM sector and its contribution to economic growth and community development. The sector employs over one million people and has generated $5 billion in gold export revenue in 2024, strengthening the mining sector’s contribution to revenue generation.

In partnership with the World Bank, the Ministry of Lands and Natural Resources is implementing the Ghana Landscape Restoration and Small-Scale Mining Project to empower District Mining Committees and formalize the ASGM sector. Additionally, Ghana is establishing a Gold Board to improve access to finance and markets for small-scale miners. The Cooperative Mining Policy of 2024 further strengthens the sector by fostering community mining cooperatives and enhancing their technical and financial capacity.

Minister Buah will use the summit as a platform to position Ghana as a model for ASGM formalization and sustainable sector growth. Beyond panel discussions, he will also participate in exclusive networking sessions and high-level meetings with global investors, exploration and production firms, government representatives and key mining stakeholders. These engagements will facilitate deal signings and partnerships aimed at accelerating the expansion of Ghana’s mining sector.

Stay informed about the latest advancements, network with industry leaders, and engage in critical discussions on key issues impacting ASGM and medium to large scale mining in Ghana. Secure your spot at the Mining in Motion 2025 Summit by visiting www.MiningInMotionSummit.com. For sponsorship opportunities or delegate participation, contact Sales@ashantigreeninitiative.org.

Distributed by APO Group on behalf of Energy Capital & Power

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South Africa Approves Renewable Energy Masterplan, Targeting Enhanced Energy Security

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African Energy Week

African Energy Week: Invest in African Energies 2025 will examine the impact the South African Renewable Energy Masterplan will have on the country’s power generation landscape

CAPE TOWN, South Africa, April 9, 2025/APO Group/ –The South African Cabinet has approved the South African Renewable Energy Masterplan (SAREM) for implementation, targeting energy security and broader industrial growth. The plan seeks to address challenges associated with local capacity, infrastructure and investment by providing a roadmap for developing renewable energy and battery storage technologies. For investors, the plan identifies a clear pathway to advancing power projects as South African electricity demand is expected to rise two-fold by 2040.

The upcoming African Energy Week (AEW): Invest in African Energies 2025 – taking place September 29 to October 3 – will examine the impact the SAREM will have on the country’s energy mix. Uniting African government and policymakers with energy operators and investors, the event seeks to drive investment in African energy, in alignment with broader goals of making energy poverty history.

AEW: Invest in African Energies is the platform of choice for project operators, financiers, technology providers and government, and has emerged as the official place to sign deals in African energy. Visit http://www.AECWeek.com for more information about this exciting event.

South Africa targets ambitious growth across its renewable energy market, striving to strengthen grid resilience through large-scale investments in generation and transmission infrastructure. Led by policies such as the Integrated Resource Plan (IRP) – revised in 2023 – the country envisages 29.5 GW of new capacity by 2030. Of this, 14.4 GW will be derived from wind while 6 GW comes from solar. The latest procurement round of the IRP targets 6.8 GW of renewable energy, 3 GW of natural gas and 1.5 GW of coal.

To realize these goals, the SAREM aims to leverage rising demand for renewable energy and storage technologies, with a focus on solar, wind, lithium-ion battery and vanadium-based battery technologies to drive industrial development in South Africa. The masterplan is anchored on four primary areas: supporting local demand for renewable energy and storage by unlocking system readiness; driving industrial development by building renewable energy and battery storage value chains; fostering inclusive development by driving transformation of the industry; and building local capabilities in terms of skills and technological innovation.

The SAREM is expected to fuel the already-growing South African renewable energy market. According to the African Energy Chamber’s State of African Energy 2025 Outlook, South Africa – alongside Egypt – is expected to continue leading Africa’s power generation in 2025. The continent has over 500 GW of renewable energy capacity in concept phase, 80% of which are in the North African region and South Africa. South Africa is also one of several countries leading in nuclear-based power generation. The SAREM will support growth by facilitating partnerships across the value chain, implementing targeted training programs while addressing challenges associated with regulatory barriers. While the SAREM provides significant benefits to the renewable energy landscape, Cabinet has directed that additional work be done on the masterplan to incentivize investors to fund projects. This includes the development of green hydrogen to meet international obligations of 5% blended fuel in aviation and maritime sectors by 2030.

During AEW: Invest in African Energies 2025, a multi-track program will explore how policies such as the SAREM will shape Africa’s energy landscape. A dedicated Energy Transition stage will investigate Africa’s strategic approach to driving a just transition, tackling key topics including Energy Security in Africa; Driving Local Value; Scaling-up Renewable Energy; and many more. A Powering Africa stage will address fundamental challenges and opportunities surrounding Africa’s electricity market. For South Africa, panel discussions on Bridging the Electricity Gap; Energy Efficiency; Strengthening Public and Private Sector Collaboration; Energy Diversification, and more, will identify opportunities for investors and project developers. Meanwhile, an Invest in African Energies: Country Spotlight on South Africa will examine the country’s energy landscape, including the advancement of oil and gas projects and the implementation of utility-scale renewable energy projects. From green hydrogen adoption to battery storage solutions to solar, wind and natural gas, the spotlight will explore the role an integrated energy mix will have on the country’s energy future.

Distributed by APO Group on behalf of African Energy Chamber

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