Players in the mining and related industries are well aware of the fast approaching Electra Mining Africa Expo taking place at the NASREC Expo Centre in Johannesburg from 15 – 19 September this year. Top companies from all over the continent will be pulling out all the stops as they exhibit cutting-edge technology and services. Being a global thought leader, the team at Xylem Water Solutions South Africa decided to complement their outstanding range of products with something special this year…
Electra Mining Africa is the biggest mining conference on the continent. The event, which takes place bi-annually, caters for over 850 exhibitors active in the mining industry in Africa. As such, Xylem Water Solutions will at the expo this year, exhibiting new technology and top-of-the-line products from their pump-ranges, including Vogel, Lowara, Leopoldt, Godwin, Sanitaire, Wedeco and Flygt.
These products and the company’s sterling reputation already speaks for itself, but with its continued commitment to going the extra mile the team at Xylem Water Solutions South Africa wanted to do something that has never been done before…Enter Michelle Ayden Dramatix (M.A.D.)– a private performing art school under the guidance of Michelle Ayden – renowned South African actress and performing artist. Ayden has appeared on international platforms, including the global blockbuster District 9 and is a veritable doyenne of stage and screen. Her internationally accredited school is currently producing some of the best new talent to come out of South Africa.
The team at Xylem Water Solutions South Africa, decided to get creative this year by inviting production companies and performance art schools from all over Gauteng to present an idea that communicates Xylem’s brand message – Solving Water – through performance art.
After an extensive process of reviewing conceptual ideas from various companies – Dramatix came out on top. The brilliant group of performers and lecturers from M.A.D. came up with a beautiful, yet effective physical theatre concept to convey what Xylem Water Solutions South Africa does best – solving water.
“We decided to design beautiful physical theatre piece that will inform as it entertains, while engaging interest from attendees during the week of Electra Mining,” explains Ayden. “We are extremely excited about this event and if our rehearsals are anything to go by, visitors to Electra Mining will be pleasantly entertained and informed on the day,” she adds.
The team of performers have officially been dubbed the “Xylem Brand Champions” for Electra Mining, and will be performing four unique performance art pieces at sporadic intervals in designated spaces during the week of Electra Mining.
“We wanted to engage the public and inform them of our product-and-service offering, without just putting a flyer in their hands. This initiative is meant to engage visitors to Electra Mining in a personal and meaningful way,” says Marketing Manager: Middle East and Africa, Heinrich Louw. “We aim to go above and beyond when speaking to our customers – and this initiative underscores that commitment,” he adds.
The Xylem Brand Champions initiative is a continuation of Xylem Water Solutions South Africa’s though leadership on a global scale. In 2013 the company informed and educated rural communities in Zandspruit, Gauteng by partnering with the Grammy-winning Soweto Gospel Choir, who entertained and informed local communities, while the Xylem-team donated products and upgraded the community’s existing water infrastructure as part of Xylem’s Global CSI platform – Xylem Watermark.
Forever on the forefront and forever trailblazers, the team from Xylem Water Solutions South Africa will be at Electra Mining from 15 – 19 September in Hall 6 stand number G 10, to interact with visitors and to offer products and services that are without equal.
About Xylem:
Xylem (XYL) is a leading global water technology provider, enabling customers to transport, treat, test and efficiently use water in public utility, residential and commercial building services, industrial and agricultural settings. The company does business in more than 150 countries through a number of market-leading product brands, and its people bring broad applications expertise with a strong focus on finding local solutions to the world’s most challenging water and wastewater problems. Xylem is headquartered in Rye Brook, N.Y., with 2013 revenues of $3.8 billion and more than 12,500 employees worldwide. Xylem was named to the Dow Jones Sustainability World Index for the last two years for advancing sustainable business practices and solutions worldwide.
The name Xylem is derived from classical Greek and is the tissue that transports water in plants, highlighting the engineering efficiency of our water-centric business by linking it with the best water transportation of all — that which occurs in nature. For more information, please visit us at www.xyleminc.com.