BACKGROUND

Genesis Energy is the owner of New Zealandís largest coal-fired power station and was struggling with its image as a producer of emissions. They had undergone a recent brand shift from service-focused (ìWe Listen We Doî) to future-focused (ìHello Tomorrowî). And they felt their industry was misunderstood. The realities of actually keeping the power on tended to be lost on the public, who only focused on emissions.



SOLUTION

ElectroCity was a proactive solution to these problems. Itís an online education tool that mixes learning with having fun. Players build their own towns in rural New Zealand and have to guide their virtual citizens through 150 turns, making crucial decisions about electricity and the environment. They construct buildings, manage taxes, generate money, attract tourists and try to keep everyone happy. They might end up with a huge metropolis, or a deserted ghost town. The project was creatively-led, extremely successful, and was launched 4 months before Chevron attempted a similar site in the US.



ElectroCity has moved beyond advergames. In scale, depth and sophistication, in strategic purpose, in social importance and impact.



ElectroCity is a balance between:



- An education tool trusted by teachers and practically useful in the classroom.



- A fun and addictive game for kids.



- A branding campaign that delivers to key objectives and delivers results.



It is in the balancing of these three forces that ElectroCity is so innovative.



For a 3 minute, unbranded video summary please see

http://awards.ubiquity.co.nz/electrocity/