Powering Awareness on the Move: How Mobile Billboards Brought the Omburu BESS Project Closer to Communities

Client: NamPower × HEKAMIOUTDOOR
Campaign Duration: 8 Months
Location: Omaruru, Erongo Region
Media Format: Static Mobile Billboards (2 Units – Rotational Deployment)

Background
As Namibia advances toward a secure and sustainable energy future, the Omburu Battery Energy Storage System (BESS) stands as a landmark investment in grid stability, renewable integration, and national energy security. Currently under execution and set for completion by June 2026, the project is positioned to modernise Namibia’s electricity landscape.

To enhance public understanding and strengthen community engagement around this national project, NamPower—through its Corporate Communication and Marketing Section—launched a targeted public education campaign in Omaruru, the host town of the Omburu BESS Project.

To ensure consistent, high-impact visibility, NamPower partnered with HEKAMIOUTDOOR, Namibia’s leading Mobile Out-of-Home (MOOH) media specialist, deploying two (2) mobile billboard trailers strategically across Omaruru for an eight-month awareness campaign.

Campaign Objectives
· Boost public awareness of the Omburu BESS Project and its benefits for national energy security.
· Enhance visibility of NamPower’s renewable and sustainable energy initiatives.
· Provide consistent, high-frequency mobile billboard exposure to residents and commuters in Omaruru.
· Reinforce NamPower’s leadership in energy innovation and national infrastructure development.

Approach & Execution
1. Strategic Deployment Across Omaruru
· Two mobile advertising trailers positioned along the town’s highest-traffic corridors, including town entrances, community service nodes, commuter routes, and high-mobility zones.
· A rotational movement strategy ensured fresh visibility and weekly message reinforcement.

2. High-Impact Static MOOH Format
· Double-sided 6m × 3m static mobile billboards delivering uninterrupted visibility regardless of weather or time.

3. Localised Community Engagement
· Deployment within Omaruru ensured residents closest to the project remained informed.
· Mobility allowed penetration into semi-formal and informal areas lacking fixed billboards.

4. Extended 8-Month Visibility Cycle
· Produced multiple message touchpoints.
· Ensured deeper public retention and broader reach across various times and days.
· Achieved saturation among key community and commuter groups.

Campaign Impact
· High Daily Audience Reach: Mobile billboards aligned with high-traffic flows, generating repeated impressions throughout Omaruru.
· Improved Public Awareness: Residents gained clarity on the BESS Project’s purpose and long-term national benefits.
· Strengthened Brand Visibility: NamPower’s image as a forward-thinking and reliable utility was reinforced.
· Access to Hard-to-Reach Areas: Mobile billboards expanded visibility to zones with no permanent OOH infrastructure.

Lessons Learned
· Mobility keeps messaging fresh, relevant, and eye-catching.
· Long-term visibility delivers stronger behavioural impact than short bursts.
· Localised engagement builds trust and deeper connection.
· MOOH proves highly effective for public infrastructure communication requiring citizen understanding.

The Omburu BESS Public Awareness Campaign showcased the power of mobile out-of-home media in elevating national infrastructure visibility. Through its partnership with HEKAMIOUTDOOR, NamPower achieved sustained, high-impact engagement, bringing the story and significance of the BESS Project directly to the heart of Omaruru.

This campaign stands as a benchmark for future public communication efforts in energy and infrastructure—demonstrating that when information moves with the people, awareness becomes truly unstoppable.