Genesis has delved into the future of energy in a new campaign that looks at how customers will have greater control of energy and perhaps even make money off it.
A 45-second TVC explains the idea by following Dave, the chief energy officer of the power-generation facility of the future (aka a Genesis customer in his home), as he uses his smartphone to control how much energy he generates and uses.
The campaign has been rolled out across direct, digital and on-air and is just the start of an ongoing conversation Genesis plans on having with customers.
Justine Fairlie, Genesis brand and marketing manager, says the campaign is about showing New Zealanders how Genesis can put them in control of their energy.
“Central to the campaign is highlighting that we’re doing things differently at Genesis, working closely with our customers to lead them into the future of energy. Through their involvement, customers are helping shape the products and services we deliver."
She adds it's focusing on existing customers and giving them access to innovative technology that lets them make, monitor and control their energy in ways that work for them. It’s an initiative summed up in the campaign's name that connects its people and its customers: “With you. For you.”
At the end of the video, Dave is seen making money by selling his unused energy back to the grid, an acknowledgement that in the future, Genesis could be paying its customers for energy. To emphasise this further, Fairlie explains it kicked off the campaign with a letter to customers outlining the idea as well as gifting them the equivalent of an hour's worth of power: $1.20.
The letter then directs customers to a website where they can redeem the credit or gift it to schools through Genesis' community initiative School-gen. There, customers can also register to be involved in developing energy management tools with the company and Fairlie says "their feedback as a part of Energy IQ will help shape how we work together as the industry evolves".
However, the letter didn't have the desired reaction from some customers, who took to social media and expressed confusion over why they were receiving a cheque for $1.20.
The campaign is the first to be produced from Genesis’ partnership with Shine since the agency picked up the account in July, and creative director Matt Simpkins says when you meet the wider team at Genesis you realise how passionate and motivated they are to help their customers navigate the huge changes that the energy industry is on the cusp of.
“We wanted to support this with a strong, distinctive look, and a fresh, upbeat tone of voice that captures and reflects the brand’s enthusiasm and collaborative focus,” he says.
Shine strategy partner Andy McLeish says the world of energy is changing fast, Genesis itself has undergone a transformation to be innovative, future-focused and customer focused.
“This campaign starts to reposition the brand along those dimensions and this is the first instalment of what will be an enduring platform,” says McLeish.
Justine Fairlie, Brand and Marketing Manager
Stephanie Fahey, Brand Manager
Creative Partner, Chris Schofield
Creative Director, Matt Simpkins
Senior Art Director, Darran Wong Kam
Copywriter, Darryl Wong
Senior Producer, Nick Barnes
Head of Design, Simon Redwood
Managing Director, Simon Curran
Strategy Partner, Andy McLeish
Head of Client Service, Tim Ellis
Business Director, Dave Wilson
Project Manager, Mel Cutfield
Project Manager, Marcelle Ruffin
Production Company, Finch
Director, Jae Morrison
Producer, Sarah Cook
Visual Effects, Blockhead