Shine switches on Genesis Energy IQ

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Genesis has launched its latest innovation and brand campaign, produced alongside its agency, Shine Auckland. “This campaign demonstrates a true manifestation of Genesis’ new positioning – With you. For you. – that sees them put their customers at the heart of everything they do, collaborating with them to develop new innovations, tools and services, to help put them in control of their energy at home,” says Genesis group manager/brand & marketing Justine Fairlie.

“Nine months ago we began a conversation with our customers about how we’re doing things differently. We invited them to work together with us to help shape the future of energy by developing products and services to give them control of their energy.

Energy IQ – which went live in app stores last month – is a result of this process.

“We have learned that collaborating with – and involving customers – intimately in our business really strengthens how they feel about us. We have partnered with thousands of customers through online panels, collaboration forums, and real life ongoing trials such as the Local Energy Project.

“And the impact of this on those customers but also on our whole customer base, has been really pleasing.”

“The new campaign is integrated across direct, digital, print, radio and television and celebrates the launch of Energy IQ.”

In the first half of this year, in the two most respected corporate reputation studies, Genesis has improved significantly rising seven places to 13th (& the #1 energy provider) in Colmar Brunton’s Rep Z index, and rising eight places to be the 5th most reputable brand in New Zealand in the Reputation Institute’s RepTrak report (again taking the podium for the top energy provider by a long way).

And the business results have followed. In an industry with an average churn rate of 21%, Genesis are starting to see reducing customer churn to well below industry average, which is no mean feat for the biggest energy provider in the country.

“Genesis are bringing to life their ambition to be the most customer-centric energy company in New Zealand through a laser focus on their customer base and the delivery of genuine innovation,” said Shine head of client service Tim Ellis.

“It’s brilliant to work alongside side Genesis on this journey. This campaign is a celebration of something new, with the promise of even more great things to come.”

The new campaign is integrated across direct, digital, print, radio and television and celebrates the launch of Energy IQ.

Justine Fairlie said: “We really wanted this campaign to feel like an extension of our brand work over the last nine months, with a fresh, upbeat tone that captures our excitement for Energy IQ and our and collaborative focus on our customers.

“The TVC tells a story of Kiwis celebrating firsts – the little wins that happen every day that Genesis customers can connect with.”


Client: Genesis
Group Brand and Marketing Manager: Justine Fairlie
Brand Manager: Stephanie Fahey
Senior Marketing Manager: Henry Popplewell
Creative Agency: Shine
Executive Creative Director: Chris Schofield
Creative Director: Matt Simpkins
Creative Team: Ben Barnes, Matt Webster
Business Director: Dave Wilson
Senior Account Manager: Marcelle Ruffin
Agency Producer: Nick Barnes
Production Company: Goodoil Films
Director: JH Beetge
Executive Producer: Adam Foster
Producer: Anna Stuart
Editor: James Ashbolt 
Business director: George McKenzie 
Sound Design & Music Composition: Liquid Studios
Graphics & visual effects: Blockhead

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