The merger of three existing brands did not end for Genesis with the selection of a single name that would appear in front of customers. The New Zealand energy company changed almost every element of its presentation, from positioning and customer experience to its logo, sound and the way it will speak about its services in the future.
They are now all connected by the Life At Full Power platform, developed with the agency Bastion Aotearoa. Instead of basing the new identity on the amount of energy produced or consumed, Genesis presents energy as something that should be managed simply, leaving people with more time and space for what they truly want to do.
The multi-year project covered strategy and positioning, customer experience design, visual and sonic identity, the logo, digital channels, internal communications, acquisition marketing and public relations. Using its proprietary World Building approach, Bastion Aotearoa brought together experts from all these areas to develop a unified system for the new brand’s behaviour and communication.
Life At Full Power is based on the idea that better control over energy allows people to manage their everyday lives according to their own priorities. Products and services are therefore not presented as separate technical features, but as tools that make it easier for customers to decide when, where and how they use energy in their homes and vehicles.
The launch campaign turns this idea into 12 stories for television, out-of-home, audio, digital and social channels. Mischievous dogs, curious neighbours, a nervous fiancé and spouses at the limits of their patience bring humour to a category whose communication is often reduced to prices, tariffs and technical explanations. Each story shows how one of Genesis’ innovations fits into everyday life.
Among these services is Power Shout, a benefit that customers can now apply to the highest-value hours of consumption from the previous 31 days. EVerywhere allows electric vehicle drivers to use their home electricity rate at selected public chargers within the ChargeNet network. The company presents both services as ways to gain greater control over consumption and potentially reduce a household’s overall energy costs.
The campaign was directed by New Zealand director, actress and comedian Jackie Van Beek, with the production company Reel Factory. The media strategy is led by PHD, while PHDC is responsible for social channels.
The unification of the brands is also visible in the new Sunburst logo, inspired by the story of Māui and his brothers harnessing the power of the sun. The identity was developed in collaboration with the Genesis Kaimahi Māori team and Kruger Wetere, Pouhere Māori at Genesis, while the sun motif is intended to represent the ingenuity and innovation on which the company wants to build its future.
Life At Full Power is not intended merely as the name of the launch campaign. The platform is already the central message across the company’s official channels, and Genesis will continue introducing new services and expanding it with additional communications executions over the next year.
