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Brief

Muse & Motif was appointed as the agency on record for Geneco, an electricity retailer under YTL PowerSeraya.

The team’s core objective was to manage its corporate communications, social media and campaign-led activities.

Insights

Geneco stands as the largest provider in the residential sector amongst the OEM retailers in Singapore, with a broad customer base of at least 160,000 as of 2022.

As the consumer-facing brand of its group, YTL PowerSeraya, Geneco presented opportunities to scale market leadership and a vision of sustainable energy.

Solutions

With the new appointment of Geneco’s CEO, Lim Han Kwang, Muse & Motif provided crucial communications consultations to refine the executive positioning and key messages for stakeholders.

This focused scope proved to be timely and vital for the company, as this leadership shift took place in a period when the electricity market was at its most volatile; in 2021, five electricity retailers notably exited the industry, leaving just eight remaining. Ensuring the consistency of the brand narrative across consumer-facing content and its corporate vision became an urgent priority.

To increase conversations and awareness around the group and its retail brand, the team continuously secured mainstream media coverage opportunities with an intentional content strategy and proactive pitching.

Part of our media strategy in response to the pandemic was to boost engagement through alternative media messaging such as brand sustainability and community initiatives.

In efforts to stay ahead of looming uncertainties, Muse & Motif also formulated a crisis playbook together with Geneco, priming the brand with strategies to address any unforeseen negative press.

IG Posts

On the consumer front, our key messaging focused on simple everyday sustainable living, effectively engaging audiences with social media campaigns including

#StayHomeWithGeneco

#ToOurFutureGenerations and

#JollyTogether

Four smartphones displaying various images and apps, including social media profiles, a promotional ad, a child in a park, and colorful street buildings.
Social Media Campaigns

Within the first 10 months, we rolled out 6 campaigns and collaborated with 50 influencers to expand Geneco’s social media reach. 

From mid-2020 to mid-2022, the team delivered an additional 9 online campaigns that included crowd favourites such as Geneco’s Stack & Save Promotions, Change Brings Prosperity and Jolly Big Savings.

Offline, we assisted and executed a total of 7 campaigns in 2 years including
The FoodBank—Feed the City campaign and the Geneco Christmas Lodge,
garnering 20 media features for the brand. 

Three smartphone screenshots showcasing social media posts with various hashtags and images of people engaging in environmental activities, a meeting, and a family scene, all related to green initiatives.

In less than three years, as of May 2022, Geneco grew its following by more than 140% on Instagram and close to 40% on LinkedIn. The brand’s PR value in coverage from 2020 to 2021 exceeded $3 million; in 2022 year-to-date, we have successfully achieved another $2.5 million with more to follow. 

Our 2020 campaign, #ToOurFutureGeneration, became one of the only two campaigns from Singapore to make it on the list of Best Social Media Campaign by Marketing Interactive. 

In 2022,  #GoGreenYourWay with Power Eco Add-On made it to the list of Excellence in Communications / Public Relations and was recognised with a Silver Award.

Other shortlists and nominations include:

  • PR Awards 2021 by Marketing Interactive under Best Campaign Pivot
  • PR Awards 2021 by Marketing Interactive for #PowerTheChange 2020
  • The President’s Award for the Environment 2021 
  • PR Awards 2022 by Marketing Interactive for #GoGreenYourWay
Features

Lian He Zao Bao

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NBC

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Channel News Asia

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Channel News Asia

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A man in a suit sits in front of a geneco sign, smiling in an office setting with blurred text from a newspaper article about the company.
Man in blue polo shirt and mask identified as lim han kwang, ceo of geneco, speaking outdoors with a blurred sculpture in the background.
Screenshot of a cnbc news article titled "from boiler engineer to power company boss: how this ceo aims to put sustainability first," published on may 24, 2021.
Promotional image for "the climate conversations" podcast, featuring a globe with a clock overlay, cna logo at the top, and episode information at the bottom.