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Imagination at Work TV

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GE

Brand Platform

GE Global Digital Excellence Award
Overview

Despite being the world’s biggest industrial company and leader in clean energy, healthcare, transportation and water technology, GE’s brand in Australia was linked largely to finance. With its history in life-changing innovation, we worked with GE to strategise ways it could bring its product stories to life and showcase how it's solving the world’s toughest challenges. Imagination at Work TV, is a multi-channel branded content platform featuring a series of documentary-style vidoes delivered through a slick online interface. Half a million people have visited the site watching over 100,000 hours of content. The platform has helped broaden GE’s profile in Australia and deepen its engagement with audiences.

In 2012, Imagination at Work TV was voted GE’s best global digital platform.
Strategy

Traditional advertising and PR was struggling to communicate the breadth and depth of what GE was involved in, or imagination of its solutions. GE works on things that matter. Big, global challenges. As a result, its stories have inherent drama and interest. Our strategy was simple: create a series of short, powerful, documentary-style videos to capture GE's 'imagination at work', and deliver them through a unique GE owned online platform. By creating their own media network and subscriber base, regularly releasing fresh, impactful content, and popularising it through social media and targeted online business media promotion, GE had a vehicle to tell its stories, build awareness and engage its customers on an 'always on' basis.

Traditional advertising and PR was struggling to communicate the breadth and depth of what GE was involved in, or the imagination of its solutions.
Digital

The Imagination at Work TV online platform was designed to be a fully immersive, multi-channel experience that could be accessed and enjoyed on desktop and mobile devices. Visitors could view content from six channels reflecting GE's product innovation 'pillars' and thought leadership streams: Moving, Powering, Curing, Building, Talks and Interviews. Viewers subscribed to receive content updates and could share out video grabs and page links using docial sharing functionality.

A fully immersive, multi-channel experience, online.
Content

GE stories are told documentary-style and feature independent experts capturing the gravity and complexity of issues faced and the imagination of solutions created. Stories like saving the Great Barrier Reef from devastating wastewater pollution with tiny 'zeeweed' membranes, more accurately detecting breast cancer with light, transforming our dumb, CO2 poluting power grid with a digitised 'smart grid', and arming flying doctors with pocket-size ultrasound to save lives in the outback.

Stories capture the gravity of issues faced and the imagination of solutions created.

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