GE 2009 Advertising Overview

On February 1, GE will launch its new advertising campaign, called “NOW” with the theme of “innovation you don´t have to wait for.” The campaign will incorporate three themes including ecomagination, healthcare and Global Research, with a key focus on Smart Grid technologies. GE will use television, print, and digital mediums to tell this story:

Television – Super Bowl advertisement

• For the first time, GE will advertise on the Super Bowl with a 30-second ad called “Scarecrow” that focuses on Smart Grid technology
• Smart Grid is a vision for a smarter, more efficient, and sustainable electrical energy grid that GE technology is helping to bring to life and represents GE´s latest example of “ecomagination” at work
• The ad is a modern take on the classic song, “If I Only Had A Brain,” from the film The Wizard of Oz, imagining what can happen when old technologies have a brain and become smarter
• The ad is created by BBDO New York, GE´s long-time agency partner for more than 80 years
• The commercial was directed by Traktor and employs the latest computer and digital technology from Framestore
• The ad is scheduled to appear on US television networks including NBC, CNBC, MSNBC, CNN, Bravo, USA, SciFi, Comedy Central, Discovery and ESPN after the Super Bowl

Digital

• GE is incorporating breakthrough technology called augmented reality that will be featured on its new microsite – PlugIntoTheSmartGrid.com
• Augmented reality is technology that augments real-world elements with digital holograms, so consumers can see a digital hologram of Smart Grid technology come to life in their hands
• This is the first time that augmented reality technology has been used to interact with a consumer in an advertising effort
• Banner advertisements, print ads, and web films will drive consumers to the microsite to experience the augmented reality technology
• The digital campaign was created by Goodby, Silverstein & Partners

Print

• GE is launching an extensive global print and outdoor campaign
• Print and outdoor ads are focused on three areas:
  • Ecomagination: highlights GE´s renewable technologies
  • Healthcare: demonstrates how GE is providing worldwide healthcare solutions such as x-rays in China and ECG technology in rural India
  • Global Research: evaluates what the world needs and discusses how GE innovates solutions to redefine what´s possible
• The ads are created by BBDO New York and will run in publications such as the New York Times, Financial Times, Fortune, and Wired

Images For Download

 

 

 

Video

DIGITAL: Augmented Reality Demonstration: This short film demonstrates how GE will leverage augmented reality technology to tell a story about Smart Grid.

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