Cannes Lions
THE GRID, New York / GE-DAKO / 2016
Overview
Entries
Credits
Description
We partnered with the Panoply podcast network to launch The Message, an eight-episode sci-fi drama series that unfolded in Orwellian fashion. The podcast blended fiction with the reality of scientific fact to tell the “sci-real” story of podcaster Nicky Tomalin, as she analyzed and decoded a 70-year-old audio recording of extraterrestrial origin. The Message gave GE a foothold in the entertainment space, while highlighting its principles of imagination and its healthcare technology capabilities. Most importantly, GE became the first brand to create a narrative for the podcasting platform.
Execution
Like-minded listeners tuned in with each Sunday night episode release, invested in the podcast’s sci-real story. We kept audiences on its toes and enticed to continue listening week after week: the eponymous ‘message’ wasn’t revealed until Episode 3, while GE’s sonogram technology wasn’t mentioned until week 6. The team also worked with WNYC, HowStuffWorks, and Midroll to drive awareness and downloads through native host reads and audio excerpts across its network of
podcasts. From October through December, 36 programs ran promotions, targeting fans of the science, tech, and pop culture genres and narrative/interview formats. Awareness was also driven via social posts on Panoply/Slate’s and GE’s social media channels. Over an 8-episode span, a robust audience had developed, more knowledgeable and aware of GE’s advanced capabilities in healthcare.
Outcome
The Message became a weekly sensation and an international phenomenon, pulling in 4.3MM downloads overall. It was the first brand-inclusive podcast to climb to #1 in the U.S. on iTunes, charting in six other countries, and earning 200 million impressions. It also garnered countless press mentions in outlets such as The Atlantic, Financial Times, and Wired.
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