General Electric’s New Brand Campaign ‘GE Works’

An article on General Electric’s new brand campaign ‘GE Works’

GE India new campaign energy

General Electric has been in India for the last 20 years and touching Indian hearts by their work but a large portion of Indians are not aware of it. This fact actually led to the birth of a new campaign, “GE Works” to highlight the presence of GE that ranges from aviation, transportation and energy to healthcare and financials, reports The Economic Times.

What is the ‘GE Works’ campaign?

The idea for “GE Works” campaign was born last year in the month of September when a global leadership team had visited India. The team was escorted along with the Indian team and the creative agency that reviewed the perception of the brand. Finally the team at GE thought of giving the campaign a social dimension since they had to reach out to people. The idea of co-creating the brand’s message with tribal artists of India was undertaken by the creative agency BBDO.

GE India new campaign

The campaign that has been rolled out, has given crowdsourcing a new meaning as the agency has used different local art forms to depict the work of GE. Local art forms such as Patchwork Art, Madhubani Art, Kalamkari Art, etc. are some of the art forms that have been crowdsourced to make this campaign unique.

The Twitter engagement

The first phase of the campaign comprises of print and digital medium along with airport media, elevator media, etc. With the traditional media, GE has also tried to create a presence on Twitter. @GEIndiaReports is the Twitter handle that GE is using and also trying to create awareness about the “GE Works” campaign. Even though GE is using the Twitter account as a medium for spreading information, the account could spread more awareness about the campaign.

In addition to this, GE should have tried creating awareness for this campaign via Facebook. Considering Facebook as one of the largest social networks in India and a site that is more about visuals, Facebook could have brought in more awareness about the campaign.

GE Works is an interesting campaign that has used crowdsourcing to bring out the hidden talents of India. In a way, GE is also trying to make people aware of its services and presence in India. However, crowdsourcing ideas for campaigns is not new and we had recently curated a post that had a list of inspiring Facebook crowdsourced campaigns. Nevertheless, the use of tribal art form is a positive thing about the campaign.

“GE Works” is not a full-fledged campaign on social media but don’t you think a stronger social media strategy would benefit it more, along with the other mediums?