In The Dark

Background

Eskom is a South African energy company. They were forced to introduce a programme of load-shedding when they could not meet the surging demand for electricity. This led to a series of rolling blackouts in the suburban areas of Gauteng province.

The home-loans unit at Absa, one of South Africa’s leading banks, saw an opportunity to target their existing customers to let them know they could access the funds in their bond accounts to buy a home generator. Or to use the money in any other way.