|Title||THE PRINT AD THAT ACTUALLY WORKS|
|Product / Service||GENX JET ENGINE|
|Category||A02. Best Use of Magazines/Newspapers|
|Entrant||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Entrant Company||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Advertising Agency||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Ted Felton||Ge Corporate||Brand/Advertising Director|
|Henry Welch||Clemenger Bbdo Sydney||Producer|
|Victoria Edwards||Clemenger Bbdo Sydney||Senior Account Manager|
|Giles Davies||Clemenger Bbdo Sydney||Retoucher|
|Ben Greenfield||Clemenger Bbdo Sydney||Retoucher|
|Tim Mcpherson||Clemenger Bbdo Sydney||Senior Designer|
|Sebastian Vizor||Clemenger Bbdo Sydney||Art Director|
|Josh Braithwaite||Clemenger Bbdo Sydney||Copywriter|
|Rebecca Carrasco||Clemenger Bbdo Sydney||Creative Director|
|Paul Nagy||Clemenger Bbdo Sydney||Executive Creative Director|
With multi-billion dollar jet engine deals, no single advert can be solely attributed to a sale. Instead, we focused on a long-term customer relationship strategy, backed by highly targeted messages. What we can say is that because of the media placement and special distribution, the ad was seen by 100% of our niche audience, and successfully positioned GE as an innovative brand who're world leaders in the creation of innovative jet engine technology.
To position GE as innovative jet engine providers, our media team helped us innovate the way we used print in an exceptionally targeted publication. With the ad appearing in Aviation Business Asia Pacific Magazine, a subscription only industry publication with 12,000+ readers we’re able to reach our niche audience. The publication received special distribution at the Australian Airports Association National Convention, where a copy was handed to every delegate of whom 250 are involved in the process of ordering jet engines — which was also 100% of our target audience.
Our objective was to reaffirm the industry belief that GE are innovative jet engines providers to an exceptionally niche audience – those that order them. These people are already aware of GE, and GE are aware of them, but they’re also extremely busy. Therefore our message would need to be cleverly implemented. By innovating the way we used print we’re able to position GE as innovators themselves. Demonstrating that when it comes to innovative jet engine technology, GE quite literally ‘Works’.