Objective
Amplify Genesis's initiative to donate power to schools, based on the energy output of supporters cheering on Emirates Team New Zealand in the 36th America’s Cup. Drive broadcast awareness of the number of free hours of power Genesis was donating.
Approach
Genesis leveraged JCDecaux's Creative Solutions team and, using API integration linked to a live feed, were able to display in real-time the number of hours of power being donated. As Genesis supporters cheered Emirates Team to New Zealand to victory, the number of hours donated increased.
Execution
Genesis's clever dynamic campaign ran on a selection of high impact JCDecaux Digital Large Format sites, across the six main metro markets. To drive association of their sponsorship, creative ran alongside Emirates Team New Zealand's America's Cup creative. With a total of 185,141 hours of power donated to Genesis-powered schools, this campaign succeeded at capturing the energy of the nation.
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