Geneco wheels out ice cream drive for festive fundraising efforts

Singapore’s residential electricity retailer Geneco is giving out free ice cream from 9 to 11 December outside Paragon Shopping Centre to support festive fundraising for its #HappilyEverAfter initiative. 

Geneco's festive branded, blue ice cream cart will be stationed on Orchard Road, and consumers have to make a choice between wafer, cup or bread. In efforts to drive greater visibility and engagement for a good cause, the ice cream drive will be hosted from 4pm to 8pm on 9 December, 1pm to 8pm on both 10 and 11 December. An ice cream uncle will also be there to entice sweet tooths and sustainability-conscious consumers.

This year’s festive campaign aims to raise funds to support 3Pumpkins, a non-profit organisation that provides socio-emotional support for vulnerable youths and children. To redeem the ice cream, consumers will need to download the free Little Green Heroes e-book, a story on educating anyone that has the power of making a change, that collectively can go a long way in saving the environment. 

The activation was supported by paid media engagements on Mothership as well as social activations on Instagram and Facebook alongside Google Display Ads. Additionally, Geneco has engaged 15 celebrity KOLs and achieved over 10,888 engagements alongside 10 nano KOLs that have achieved over 4,000 engagements. 

The KOLs participating in the campaign are Aarika Lee, Kelly Latimer (who is also the voice over of the Little Green Heroes book), Jaime Teo, Zoe Ping, Yenny Bow, and more. 

Geneco's head of marketing Alex Chan said: “With its brand purpose, Geneco strives to ‘Power The Change’ and while we are committed to a more sustainable nation for our future generations through our initiatives, we are also committed to do more for our present generation. We always believe in collaborating with like-minded partners who share the same values and aspirations to amplify our efforts to do good. What’s more, we have been impressed by 3Pumpkins’ works for quite some time with them using arts as a creative way to strengthen human connections." 

"Though we tried to work together in 2020 but didn’t manage to see it through due to tighter COVID-19 safety measures, we pressed on, and we are ecstatic that we are able to work on #HappilyEverAfter campaign together," Chan added. 

Chan also said that the company enjoyed the first-hand experience in creating this beautiful e-book with 3Pumpkins and the children from their "Tak Takut Kids Club:" programme and are also very glad they are part of Geneco’s festive campaign in this season of gifting, to spread the message of hope.

Lin Shiyun, founder of 3Pumpkins said: “This collaboration is an extremely meaningful way to co-create work with the children, for children. Besides being able to express their inhibited creativity, the children also learn how to persevere through a month-long process to bring the project to fruition."

Lin said that the main participants are proud to see their drawings presented to the public, and the project is also an inspiration for many other children at the community club. "We would like to thank Geneco for working with 3Pumpkins to build a conducive environment for happier childhoods."

Geneco joins other brands including Viu Singapore and New Balance that have held ice cream drives as part of their marketing strategy. Meanwhile, the electricity retailer is currently working with PRecious Communications for consumer outreach and thought leadership.

Through this partnership, Geneco wants to get more locals acquainted with the brand and build affinity. The appointment came as the firm looks to position itself as a clean energy provision, with a varied approach to renewable energy.

In August, Geneco also also previously worked with Muse & Motif to handle corporate communications, social media and issues/crisis management for a year following a closed-door pitch. The partnership ended in July this year.

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