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Genesis Energy Tree People

Tree People is an innovative microsite, part of
Genesis Energy’s “Hello Tomorrow Programme”, encouraging New Zealanders to reduce their carbon footprints.

• The Client

  Genesis Energy is a major retailer and generator of energy in New Zealand. They have been looking for ways to involve the public and give advice about climate change as part of their “Hello Tomorrow Programme”. This campaign aims to help New Zealanders reduce the impact they are having on the environment.

  The Idea

  Tree People is a website for New Zealanders of all ages who want to help the environment. You start by adopting a tree which grows in the Tree People forest. When you make small changes to your lifestyle, your tree grows. When you encourage others and they make changes, your tree grows even more.

  By taking small steps such as walking rather than driving, switching off lights, and unplugging phone chargers when not in use, New Zealanders can reduce their carbon emissions to help keep New Zealand beautiful and green.

  What we did

  Ubiquity was involved from the start of the project, working in close partnership with both Rivet Australia and Genesis Energy. We collaborated with their creative and account management teams to prepare a detailed specification of the site functionality.

  We also incorporated advanced technologies such as AJAX into the site, and built a database to track pledges, manage tree growth and users, and calculate carbon emissions.

  By integrating our strong foundational back end system with the agency’s fun, interactive front end designs, Ubiquity and Rivet Australia successfully fulfilled Genesis Energy’s vision for Tree People.

  Interesting Facts

  • Tree algorithm to diversify and grow the Tree People forest
    Tree People contains a vast array of native New Zealand trees – each one slightly different. Ubiquity built the functionality to enable slight variations that would personalise each tree upon creation, as well as a tree algorithm to manage each tree’s unique growth. Gifts earned by members such as butterflies, frogs, and snails also help to diversify the forest.

  • Flash database integration for an informative yet spectacular environment
    Ubiquity performed the Flash database integration in the Tree People forest to allow you to explore the forest. This also features up-to-date stats on pledges made and carbon savings.

  • Customised monthly email newsletters to members
    Members and their sponsors are sent customised newsletters from Tree People. Members could pick to have flowers, butterflies or a gecko in their newsletter, which are also personalised based on your tree and pledges.

  Time to Market

  People often ask us how long it takes to develop a site like Tree People. Once specifications were signed off, it took six weeks to build the site. We finished on schedule for the launch of the Genesis Energy’s Tree People TV ad, which was the main vehicle driving New Zealanders to visit the website.

  The outcome

  In the first four months Tree People was live:

  • Over 23,000 people signed up

  • Over 93,000 pledges were made

  • Almost 16,000,000kgs of carbon saved. The equivalent of planting 34,000 native trees.*

  * Check calculations here