2. Owned Content: GE Website
Social network platform buttons well displayed on GE website
3. Owned Content: GE Healthcare Website
User Friendly (UX)
Website recognizes visitors’ location and recommend appropriate language
4. User Friendly (UX)
● More than 20 languages
available
● Each country has its own
landing page and designer GE
● “Remember My Selection”
allows option for website to
remember users’ preferences
and serve on demand
Owned Content: GE Healthcare Website
5. Examples of GE Healthcare website in different languages
English Chinese Thai
Owned Content: GE Healthcare WebsiteOwned Content: GE Healthcare Website
User Friendly (UX)
6. Responsive Website
● Interactive mobile site
● Landing page similar to iPhone weather app
● Headings listed and click to expand
Quality of Content
● Information about products in each country
● Tweets about GE
● Same information as online website
Owned Content: GE Healthcare Website
7. Branding
● Tech savvy
● Clean and simple
● Social media sites at top of page
● Prominent logo
Owned Content: GE Healthcare Website
8. ● 1.3 million Likes
● Posts about innovation and
futuristic products
o Robots, 4D ultrasound,
Holograms, Laser tech,
Neuroscience, Engineering,
Exploring Mars as
holograms
● Medical practitioners want to
help humanity and be a part of
innovation
Distributed Content: GE Facebook
9. Branding
● Building on history of innovation
● Scientific leaders
● Solve real business challenges
● Experimentation
● Publish relevant content to their brand
Equity and Voice
● Humanized
● Encourages conversation
● Fascinated about futuristic technologies
● Innovation experts
Distributed Content: GE Facebook
12. Attention Grabbing
● Technology related news
● Most visible content
● Aggregate the best of the all the
content in a single place
● Cool, fun, creative, inspiring and
brilliant
● Provide wider view for end users
to understand the brand
Distributed Content: GE Instagram
13. Value Exchange
Target Audience: End users
● Latest technology and resources
● Increasing positive brand
reputation
Consumers Share Content with:
● Colleagues, friends and family
● Interested in cool news
Equity and Voice
● Strong and Clear
● High quality equipment to solve
latest problems
● Sufficient support to develop
worldwide market
Branding
● Consistent
● Credible brand
● Trustworthy service
● Advanced technology
Distributed Content: GE Instagram
15. “My mom, she makes underwater fans that are powered
by the moon. My mom makes airplane engines that can
talk. My mom makes hospitals you can hold in your
hand. My mom can print amazing things right from her
computer. My mom makes trains that are friends with
trees."
“My mom works at GE.”
Distributed Content: Paid Advertisement
What My Mom Does at GE
16. Distributed Content: Paid Advertisement
What My Mom Does at GE
• Understanding GE from a 6 year old perspective
• Dreamlike imagination
Attention Grabbing
• It’s all about the impact that GE makes in the world.Value Exchange
• A company that transforms imagination into reality.
Equity
• Ties well with the brand’s tagline “Imagination at Work”
Branding
• Wish to see more direct impact on what GE can do to end
users.
Improvements
Notes de l'éditeur
This is a tv commercial and is also being distributed as a video online that was directed and executed by BBDO NYC. In the video you see a little 6 year-old girl as the narrator describing what her mom does at GE through her eyes. This commercial covers the core business of what GE involves in, that are aviation, healthcare, energy and ect through an imaginative scoop of interpretation.
“My mom, she makes underwater fans that are powered by the moon. My mom makes airplane engines that can talk. My mom makes hospitals you can hold in your hand. My mom can print amazing things right from her computer. My mom makes trains that are friends with trees." In the last scene, the girl brings the viewer from fantasy back to reality by saying with “My mom works at GE”.
I would give out a 9 out of 10.
Attention Grabbing: Brilliant choice of using a 6-year old girl as the heroine to describe what she thinks her mom does at GE.
Value Exchange: Explain what kind of industries that GE is is involved in, it’s all about making the world a better place.
Equity: A company that transform imagination into reality.
Branding: The imaginative depiction in this video entices the company’s tagline seamlessly. “Imagination at work”. Although this is a paid media, it generated lots of buzz and earned media and drove traffic to the owned media. It was a successful campaign overall as it make you feel closer to the brand closer.
Improvements: The creative side of this commercial constraints the way actual impact that they can bring to consumers since it was depict through a 6 year old vision. I wish to see more direct impact to show what they does that can make a difference of the world.
http://www.adweek.com/news/advertising-branding/ge-gazes-its-wondrous-inventions-through-eyes-child-155840
