GE asks Australians for Two Words

Since its launch in March, Australians have been invited to share their two words online through a dedicated website, interactive banner advertising,  Facebook app and widgets, or by visiting a polling installation which visited Melbourne, Perth, Brisbane and Sydney.

The installation provided a public touchpoint for Australians to engage with the campaign as well as creating cutting edge digital artwork showing Australia’s ‘streams of consciousness’.

The top themes from the project are reported live online and through the installations, creating a ‘Two Words Waterfall’ digital artwork on two 4m x 2m LED screens.

GE said the two word submissions will be analysed and categorised by data analysts to provide an understanding of the challenges that Australians believe are facing the nation. GE plans to use the findings to help shape its long-term business planning and innovation agenda in the areas of healthcare, energy, water, transportation and finance.

“Australia is one of our most important markets globally. Through this campaign, we want to spark a discussion among everyday Australians to understand what the big issues are to them,” said Emma Rugge-Price, VP of Branding & Communications at GE Australia & New Zealand. “GE wants to help address Australia’s biggest challenges, and we want to get a real sense of what they are from the perspective of individual people. We’ll build the key themes into our business planning and invest in solutions to build a better Australia for everybody.”

The ‘Two Words’ project comes off the back of the ‘Two Letters’ brand campaign which was aimed at raising awareness of the GE brand in Australia and help establish it as an advanced technology and infrastructure business that works on, ‘The things that matter’.

Verdict

A smart idea and a well executed strategy. This campaign will become more interesting as the formal results are revealed and I’m keen to say how the reveal takes place.