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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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GEPetrol Chief Executive Officer (CEO) to Speak at Invest in African Energy (IAE) 2025 as Equatorial Guinea Advances Oil Production Revitalization

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Bienvenido Nguema Envo, CEO of Equatorial Guinea’s GEPetrol, will speak at the Invest in African Energy Forum in Paris, following a series of recent PSCs signed with international operators and the takeover of the Zafiro field by the NOC

Bienvenido Nguema Envo, CEO of Equatorial Guinea’s national oil company (NOC) GEPetrol, is confirmed as a speaker at the Invest in African Energy 2025 Forum in Paris. Nguema Envo will offer insights into Equatorial Guinea’s strategic initiatives aimed at revitalizing the country’s oil production and expanding its energy sector.

GEPetrol is advancing several key exploration and development initiatives, with a focus on offshore fields and attracting new investments through recently signed PSCs. In November, GEPetrol partnered with Panoro Energy to sign a PSC for Block EG-23, marking Panoro’s second operated asset in the country. Previously operated by Marathon Oil, the block has seen 19 wells drilled and is estimated to contain 104 million barrels of oil and condensate, along with 215 billion cubic feet of gas. During the initial three-year term, the partners will concentrate on subsurface studies to assess the block’s prospectivity, with the option to extend for an additional two years to drill an exploration well.

 

IAE 2025 (www.Invest-Africa-Energy.com) is an exclusive forum designed to facilitate investment between African energy markets and global investors. Taking place May 13-14, 2025 in Paris, the event offers delegates two days of intensive engagement with industry experts, project developers, investors and policymakers. For more information, please visit www.Invest-Africa-Energy.com. To sponsor or participate as a delegate, please contact sales@energycapitalpower.com.

The NOC is focused on boosting production capacity through the development of key assets, including the Zafiro field and Ceiba and Okume Complez. The Zafiro field, Equatorial Guinea’s largest, is at the heart of revitalization efforts following GEPetrol’s takeover of operatorship from ExxonMobil in June 2024. That same month, GEPetrol signed two PSCs with Chevron for offshore Blocks EG-06 and EG-11. Located near the producing Block B, these highly prospective assets are expected to reinvigorate the country’s exploration and production activities. The agreements include comprehensive development plans that outline minimum investments, exploration programs, sustainability initiatives and state benefits, representing a strategic move to counter the recent decline in oil output caused by aging fields and underinvestment in untapped resources.

As these initiatives progress, GEPetrol aims to solidify Equatorial Guinea’s position as one of Africa’s leading oil producers while driving output growth. The company’s focus on enhancing operational efficiency, leveraging advanced technologies and attracting new investment will be crucial in unlocking the full potential of the country’s hydrocarbon resources.

Distributed by APO Group on behalf of Energy Capital & Power.

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Mozambique to Showcase Energy Opportunities at Exclusive Investor Roundtable Ahead of African Energy Week (AEW) 2025

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Mozambique will host a high-level investor roundtable on February 13, 2025 – featuring newly-appointed Minister of Mineral Resources and Energy, Estevão Pale – to discuss the country’s LNG expansion, local content development, and energy investment opportunities

MAPUTO, Mozambique, February 6, 2025/APO Group/ –Mozambique is set to take center stage in Africa’s energy investment landscape as key government officials, international investors and industry leaders gather for the Invest in African Energies: Investor Roundtable on Thursday, February 13, 2025 in Maputo. Hosted by the Mozambique Energy Chamber in collaboration with the African Energy Chamber (AEC) (https://EnergyChamber.org/), this high-level event will explore the country’s immense energy potential and investment opportunities.

With a new era of resource development underway, Mozambique is prioritizing policies that ensure the country’s vast natural gas reserves translate into long-term economic growth and job creation. The roundtable will address key investment drivers, from geology and regulatory conditions to local content strategies and financing mechanisms that can accelerate energy sector expansion.

Mozambique has established itself as one of Africa’s most promising energy frontiers, boasting an estimated 100 trillion cubic feet of natural gas reserves in the Rovuma Basin. The country is home to several large-scale LNG projects, including the operational 3.4 MTPA Coral South FLNG and the under-development 3.37 MTPA Coral North, 18 MTPA Rovuma LNG and 13 MTPA Mozambique LNG projects. TotalEnergies has stated that financing for the $20 billion Mozambique LNG project is expected to be approved by the U.S. Export-Import Bank imminently, paving the way for renewed progress on the long-awaited development, while ExxonMobil anticipates a final investment decision for its Rovuma LNG project by 2026.

Mozambique is one of the most exciting energy frontiers in Africa, offering world-class LNG potential and a strong commitment to local industry development

However, Mozambique’s energy ambitions extend beyond LNG. Investments in power generation, renewables and local content initiatives are essential to maximizing the sector’s impact on economic diversification. The government is working closely with industry stakeholders to foster an environment that attracts investment while ensuring that Mozambicans directly benefit from sector growth through skills development and job creation.

The roundtable will be a key platform for Estevão Pale, Mozambique’s newly appointed Minister of Mineral Resources and Energy, to outline his vision for the country’s energy future. His leadership is expected to focus on enhancing regulatory stability, strengthening public-private partnerships, and fast-tracking project development to position Mozambique as a global energy leader. Minister Pale will deliver a keynote address, followed by a fireside chat with NJ Ayuk, Executive Chairman of the African Energy Chamber, where they will discuss the country’s energy trajectory and policy priorities.

“Mozambique is one of the most exciting energy frontiers in Africa, offering world-class LNG potential and a strong commitment to local industry development. As the country advances key projects and strengthens its investment climate, this roundtable provides a crucial platform for dialogue between government and investors. Ensuring that Mozambique’s energy resources translate into long-term economic growth, job creation and industrialization will be essential, and the Chamber is committed to supporting this vision,” said NJ Ayuk, Executive Chairman of the AEC.

This roundtable also serves as a critical prelude to African Energy Week (AEW): Invest in African Energies 2025 in Cape Town, the continent’s premier energy investment conference, where Mozambique’s energy opportunities will be showcased to a global audience. Discussions from this event will help shape the agenda for AEW, reinforcing Mozambique’s role in Africa’s energy transition and investment landscape.

Distributed by APO Group on behalf of African Energy Chamber.

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Sierra Leone’s Energy Advancements Take Center Stage as Petroleum Directorate of Sierra Leone (PDSL) Joins African Energy Week (AEW) 2025 as Strategic Partner

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The Petroleum Directorate of Sierra Leone has joined African Energy Week: Invest in African Energies as a Strategic Partner, highlighting the country’s growing role in the global energy sector

CAPE TOWN, South Africa, February 6, 2025/APO Group/ –The Petroleum Directorate of Sierra Leone (PDSL), the government agency overseeing the country’s petroleum resources, has joined African Energy Week (AEW): Invest in African Energies 2025 as a Strategic Partner. With AEW: Invest in African Energies serving as the continent’s premier platform for investment and energy discussions, PDSL’s partnership underscores Sierra Leone’s commitment to fostering global partnerships and highlighting its vast potential in the oil and gas industry.

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.

Sierra Leone’s significant offshore oil resources (https://apo-opa.co/42IV4Xq) position the country as an emerging frontier market. The government estimates the country’s recoverable oil resources at between 15 and 20 billion barrels of light, sweet crude, with an API ranging from 35 to 42. These factors, along with the country’s strategic location, increasing exploration activity and favorable investment climate, make Sierra Leone an attractive market for global investors.

The PDSL’s participation in AEW: Invest in African Energies 2025 is a game-changer for Sierra Leone’s role as a frontier oil market

While Sierra Leone remains a frontier exploration market, it has already made notable progress, with four significant discoveries by Anadarko and Lukoil. These include the Venus-B1, Mercury-1, and Jupiter-1 by Anadarko, and the Savannah-1X by Lukoil. Additionally, Sierra Leone offers extensive 2D and 3D multi-client seismic data, facilitating further exploration.

As part of its fifth licensing round (https://apo-opa.co/4hNQP18)– concluded in September 2023 – Sierra Leone awarded six offshore oil blocks to Nigerian exploration firm F.A. Oil, showcasing its commitment to unlocking its hydrocarbon potential while opening new investment opportunities for global investors. The licensing round featured over 63,000 km2 of highly prospective acreage comprising 56 blocks. F.A. Oil is currently seeking financial and technical partners and has undertaken a prospectivity study, revealing indications of up to 2 billion barrels of hydrocarbons in place.

Sierra Leone’s first national oil company (https://apo-opa.co/4gyoqea) (NOC) is also in the final stages of formation. The NOC will hold a 10% stake in all exploration licenses and will play a key role in advancing the country’s oil and gas industry. The government aims to achieve a 25-30% stake in projects, subject to negotiation, and has established competitive fiscal terms that include stabilization clauses to protect investors.

Looking ahead, 2025 promises to be a pivotal year for Sierra Leone’s oil and gas sector. The country is preparing for its first offshore drilling campaign and is planning to establish a refinery to reduce its reliance on imported refined products, which currently average 15,000 barrels per day. This refinery is part of a broader oil and gas masterplan aimed at adding value to the country’s resources and ensuring local benefits.

“The PDSL’s participation in AEW: Invest in African Energies 2025 is a game-changer for Sierra Leone’s role as a frontier oil market,” says Tomás Gerbasio, VP Commercial and Strategic Engagement, African Energy Chamber. “This event offers Sierra Leone the opportunity to connect with key investors and partners. It’s about more than showcasing resources – it’s about building lasting, impactful partnerships that will shape the future of Sierra Leone’s energy landscape.”

Sierra Leone’s efforts to unlock its hydrocarbon resources will be a key highlight of PDSL’s participation at AEW: Invest in African Energies 2025. The event will provide the country with an important platform to present its promising offshore acreage and attract investment that will drive its transformation into a leading oil market.

Distributed by APO Group on behalf of African Energy Chamber.

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