Creative messaging focused on GE’s innovative technologies and environmental solutions…showcasing “Imagination at Work”. To mirror this in media, we concentrated on opportunities that delivered creative thinking. We developed high profile outdoor solutions in strategic locations, to create impact. We took ownership of be-spoke media vehicles that had high audience affinity: creating the FT/GE “Innovation Series”, sponsoring the FT’s newly launched “Afternoon Briefing”, sponsoring LCI’s French financial program, and delivering GE customer vignettes via CNBC.

Based on pre-post testing, awareness of GE “Imagination at work” increased from 54% to 66% in France and from 49% to 63% in Germany. 50% recalled seeing one of four ads. In France, 2/3 stated that the ads “strongly suggested” that GE is innovative and at the forefront of technology.