Genesis is NZ’s leading energy brand, it excels in providing the innovation and technology customers need to manage their energy usage. Our challenge was to build on these strengths while also adding more emotional engagement to the brand. The approach was to create an ownable brand platform based around a relatable Kiwi family and tell relevant stories through the eyes of the youngest member, a girl named George. Our campaign encompasses a number of brand stories, each built around separate proof points that Genesis delivers. The content will run across multiple channels including TV, cinema, digital AV, out of home, radio, social, digital display and owned channels. The new campaign went live on the 5th of June and will run for multiple years with new executions introduced over time.
Justine Fairlie, GM Brand and Marketing at Genesis said: “Our business is all about empowering New Zealand’s sustainable future, and we have a significant number of initiatives, both large and small, in place to deliver on that purpose. This new creative platform provides us with a great vehicle to deliver those initiatives to New Zealanders.”
The campaign was developed by Bastion Shine and directed by Mark Albiston at the Sweetshop. Says Rich Maddocks, Bastion Shine Chief Creative Officer: “We’re excited about not only seeing the world through the eyes of a child but creating a family of characters each with their own unique personality and traits, just like you’ll find in any family dynamic. By focusing on these little moments of everydayness, we show how Genesis understands New Zealanders and plays a useful role in their lives.”
Mark Albiston, Director at Sweetshop said: “The humour in this world really spoke to me. I love the way we see the home through young kids’ eyes and their eccentric perspective on the world. And that they’ve imagined that “Somebody” is a real person. It’s the way young minds work.”
Stephanie Fahey Head of Brand at Genesis says: “In a traditionally low-interest category we’re setting out to engage with New Zealanders around their energy usage in meaningful ways. Genesis is leading our industry with digital tools and innovation, designed with our customers so they’re empowered to make better choices around energy and what’s right for their family, business, and the planet.” She adds “We’re thrilled with the work and can’t wait to share it with New Zealand.”