Results and Effectiveness

A panel study conducted by client showed: • 90% felt positive towards GE. It is innovative, high-tech, dynamic and offer products that improves quality of life. Dynamic Logic registered higher brand favorability in the “exposed” vs “control” group: • +5.6% in Aided Brand Awareness. • +7.6% in linking GE to “eco-imagination” message • +6.4% in “Environmentally friendly” aspects. Media results were well beyond client expectations. • 66% completed-views of video banners (double of industry standard). 75million total complete views. Industry gives their nod of approval: • Received the GOLD honour in Digital ROI 2009 awards.

Creative Execution

• Characters Wang and Bang were created as the mouthpieces of GE’s eco-imagination platform, telling the story of GE’s contribution to the environment in a series of light hearted, humorous mini-sodes that were published across the digital landscape. • Riding on the boom of online video sites, 6 Wang Bang minisodes were launched on all major portals and online video sites. These minisodes created the ultimate GE brand experience, highlighting the company’s initiatives and technologies. • Beyond the desk, Wang and Bang were taken into the OOH environment with taxi media in SH and BJ. • The duo was also brought to the pockets of our consumers through mobile marketing; GE even pioneered the first mobile flash ad in China. • Wang and Bang also made friends and cultivated GE’s green and eco-friendly movements on Social Networking sites, inviting users into the world where GE’s imagination is truly at work.

Insights, Strategy and the Idea

Objectives: • GE has contributed extensively to environmental preservation, the company has high awareness, but the company is not understood by a wide audience due to lack of a shopfront. • Ge was a faceless corporation, the challenge was to make it more personable and understood, giving eco-imagination a meaning in China. Insights & Strategy: • The environmental agenda is becoming more relevant to China, but the younger audiences are not aware of GE’s eco-imagination credentials. • These young adults are masters of digital media. They need interesting content in order to be engaged. • A typical corporate campaign is not going to attract them, especially when placed against other youth targeted brands and more compelling content. • Emerging digital trends paved the way of our distribution recommendation – video is the most popular digital format and formed the spearhead of the approach.