The Challenge Presented
Genesis wanted to own the New Zealand summer and become synonymous with cricket through a partnership that brought the Life At Full Power platform to life.

Bastion Experience worked with Genesis to identify and unlock the New Zealand Cricket partnership. The challenge was then to establish a distinctive role for Genesis in a crowded sponsorship landscape, creating an engaging fan experience and launch visuals that connected the BLACKCAPS, WHITE FERNS and Smash Play under the refreshed Genesis brand.

The Strategy Created
Genesis is now the naming rights partner of the Genesis Powerplay, one of cricket’s most exciting moments. A period of attacking cricket, heightened intensity and opportunities for boundaries, the Powerplay was a natural fit for the Life At Full Power platform. The connection between the two made it a clear opportunity to bring the platform to life within the game and connect with fans.

Together, Genesis and Bastion developed the Win with Genesis Powerplay in-stadium activation, turning spectators into participants with the chance to win a year of power on Genesis. Stadium signage, big-screen graphics and activation messaging brought the experience to life.

Alongside the activation, Bastion developed the creative concept and art direction for the partnership’s launch key visuals, bringing together the BLACKCAPS, WHITE FERNS and Smash Play participants to capture the energy, personality and togetherness of Life At Full Power.

The work brought together Bastion’s experience, strategy, creative, communications and design teams. Alongside Genesis, we also worked with New Zealand Cricket to embed the brand into the in-game fan and viewing experience, with PHD on media and Sky Sport integration, and with PHDC on social.

The Strength Achieved
The work gave Genesis a distinctive role in New Zealand cricket, connecting the excitement of the Powerplay with a tangible benefit for fans.

Together, the in-stadium activation and launch visuals created a consistent expression of Life At Full Power, establishing a foundation for Genesis to build lasting connections with cricket audiences and strengthen its association with the New Zealand summer.