Campaign details

Brand: Geneco
Brand owner: YTL PowerSeraya
Lead agency: TBWA\Singapore
Contributing agencies: SearchGuru, PHD Media
Country: Singapore
Industries: Energy & water suppliers
Media channels: Outdoor, out-of-home, Search marketing, Social media, Websites & microsites
Budget: 500k - 1 million

Executive summary

This is the story of how Geneco, a new and unknown brand competing in an invisible product category, moved the hearts and wallets of one of the toughest audiences – Singaporeans. It tells of how a smart digital and social strategy helped the business grow from eleventh to second place in market share, and became the nation's most loved electricity retailer on social in under a year.

Market background and cultural context

For the first time in Singapore's history, the electricity market was going to be liberalised. This meant the birth of a category that never previously existed, full of brand names that no one had ever heard of – and Geneco was one of 16 (yes sixteen) unknowns in the mix.