GE asks Australians for Two Words

by The One Centre

28

June, 2012

28th June 2012

GE has launched a transmedia campaign asking Australians to share in two words what they believe is the single biggest challenge facing the country’s future.

The ambitious Two Words For Tomorrow project, which incorporates online advertising, social media and installations will provide GE with an understanding of the areas that matter most to Australians and provide an engagement channel for GE.

Play video

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

One of the biggest challenges that GE faces in the Australian market is the company’s low profile. For many Australians GE is better known for its presence in the TV series 30 Rock, than it is recognised in the local market in areas such as clean energy, transportation, healthcare and water (The GE Money brand has a reasonable presence).

This campaign gives GE a major boost in raising awareness of the brand and its services, by literally putting the brand in city centres and inviting people to interact with it. GE has spoken of its ambitious growth targets for the Australian market, so boosting the brand’s public awareness in areas beyond finance is key and clearly the results of the campaign will play a huge role in shaping GE policy.

What’s also impressive is the way GE is making the results available live on the campaign website. It’s a fascinating wealth of information, which can be viewed by national results categorised into top ten themes. The data can also be sliced and diced by demographic filters, which deepens the engagement. According to GE, the average visitor time on site is over six minutes. To date, more than 23,000 people have entered two words, and nearly 100,000 visited the campaign site.

I think this is a great idea and a very creative approach to what is essentially a research project. This could easily have been a standard survey instead GE have found an engaging and entertaining way to get to the same endpoint. These installations, which operate both as a public art work and a data collection point, are an excellent element to the campaign, however it’s a shame they didn’t have longer timespans within the public spaces to really generate a high level of awareness.

It’s a smart strategy. Rather than just survey the public this campaign creates a platform for engagement and a way to put GE in the public space – literally – and at the centre of the discussion about Australia’s future. The idea of asking Australians to give their thoughts about the future is a great way to empower the individual to believe their words are playing an important part in the country’s future. By acting as the faciliator GE positions itself as being on the people’s side and creates a level of engagment with the individual.

It’s a savvy way to get an understanding of the areas the company needs to focus on in order to connect and engage with the Australian public and ensure the GE brand and its products are relevant and accessible. It’s also a powerful piece of public opinion for GE to wield in its lobbying and solutions ‘marketing’ to customers and policy makers.

Review

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.

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

Share

Share on Facebook
Share on Twitter
Share on Linkedin
Share via Email

Related Stories

Finance

Beyond is bringing transparency to the business of death

Food & Beverage

Lagunitas is brewing dope you can drink

Finance

Doconomy is a banking service with a conscience

Transport

Will Wing’s drone deliveries help or hinder bricks-and-mortar retail?

Health & Fitness

Oura ring is unlocking the secrets of sleep

Technology

Why millennials love paying for Lemonade insurance

Lifestyle

How Everlane’s radically transparent ethos is upending fashion

Health & Fitness

Recyclable glasses made simple from Dresden

Food & Beverage

Eat an Impossible Burger, save the world

News

Brands Disrupting the World: book now for our next ONEtalks

Health & Fitness

Sex education you can trust: how Clue is tackling taboos

Food & Beverage

Drinking Oatly is more than a trend. It’s a "paradigm shift"

Lifestyle

Mobile is at the heart of Nike’s House of Innovation stores

Centre News

The psychology of selling to the world’s ultra-rich

Fashion

The Phluid Project: Shaking up the gendered world of fashion

News

The One Centre acquires digital media agency Effilab Australia

Finance

Koho is taking back your dreams from the banks that stole them

Transport

Forget buying a Mercedes-Benz. Why not subscribe?

Technology

Behind the meteoric rise of the world's biggest vaping brand JUUL

Retail

Cult Korean eyewear label Gentle Monster takes on London

News

The One Centre presents the brands disrupting the world at ONEtalks

Transport

Uber has a better way to map data – and anyone can use it

Health & Fitness

Forget ‘stoner’ – MedMen is taking marijuana mainstream

Centre News

Four pillars of brand success – John Ford writes for Startup Daily

Fashion

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Fashion

Oakley’s ode to obsession

Fashion

"Will finds a way" with Under Armour

Technology

Kengo Kuma is purifying the air at Milan Design Week

Technology

Facebook is building Willow Village. Would you live there?

Technology

Apple recruits Spike Jonze to welcome you home

Technology

Dot Watch is disrupting the Braille market

Transport

Is Hyundai Pavilion the darkest building on earth?

News

The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Transport

Nissan brings its tech to life with self-driving slippers

Fashion

Outdoor apparel brand Patagonia to sue the Trump administration

News

The One Centre is hiring creative directors. Here’s our manifesto.

Fashion

Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Products

Behind the scenes of OK Go’s ‘Obsession’

Fashion

The North Face combines daydreams and free skiing stunts in a mesmerising film

Fashion

Nike is fighting bots with augmented reality

Centre News

"The only way is up" - John Ford writes for Mumbrella

Fashion

Fashion house Yves Saint Laurent opens a museum in Marrakech

Transport

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

Centre News

“Give Dove a break” - John Ford speaks to CMO magazine

Food & Beverage

Guinness saddles up Compton Cowboys for latest Made of More film

Products

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Technology

A forest where gods live

Fashion

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Fashion

Nike creates graphic feast for Air Max

Transport

Volvo returns to safety positioning in masterpiece film for the new XC6O

Products

Ikea to employ Syrian refugees in social sustainability project

Technology

Screens of the future

Technology

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Products

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Lifestyle

The brands coming out to support the LGBT community

Media & Entertainment

Abstract. The Art of Design

Retail

Target creates mini-musical spectacular for Christmas

Transport

Nissan creates mobile workspace

Lifestyle

Lincoln Motor Company taps Annie Leibovitz for campaign

Products

Braun creates hypnotic installation for London Design Week

Transport

BMW Films returns with an explosive short film

Fashion

Adidas Republic of Sports launches in China

Technology

Convert the world around you to Pantone with the new Pantone App

Experiences

Moleskine opens a cafe for creatives

Media & Entertainment

We're the Superhumans: Channel 4 returns with film series

Fashion

Activewear brand Lululemon expands into beer

Food & Beverage

Tiger Beer launches NYC pop-up store to showcase best of Asia

Products

P&G rolls out strong film in ongoing Thank You, Mom campaign

Products

Ikea launches brand collaborations

Fashion

Adidas creates sustainable shoes made from ocean plastics

Lifestyle

Google launches 360-degree interactive animated short film

Food & Beverage

Coca-Cola makes music with W Hotels

Finance

Save The Children returns with harrowing refugee film

Fashion

COS creates "show-stopping" installation

Fashion

Uniqlo aims for Utopia with flagship store relaunch

Food & Beverage

McDonald's transforms Happy Meal toy into VR experience

Technology

Samsung launches immersive brand experience store

Media & Entertainment

Lo and Behold: Netscout launches branded film at Sundance Film Festival

Fashion

Burberry teams with Apple to launch dedicated Music channel

Technology

Apple Watch creates blooming installation at Selfridges

Fashion

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Hospitality

The Four Seasons Jet is the ultimate brand experience

Fashion

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Technology

Samsung film is a beautiful tribute to the power of technology

Fashion

Converse creates global exhibition to celebrate iconic shoe

Fashion

Leica and Moncler create Monumental exhibition

Technology

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Fashion

Nike's ‘Phenomenal’ World Cup experience

Fashion

Louis Vuitton Museum: a new level of branded art

Media & Entertainment

GQ to groom men with branded barbershop

Transport

BMW's iconic Art Cars Project launches global tour

Food & Beverage

Chipotle turns to literature in new project

Food & Beverage

Cornetto spreads the love with film series

Food & Beverage

Stella hits high note with Chalice Symphony

Finance

NRMA opens Crashed Car Showroom

Technology

Intel urges audiences to 'look inside' in film series

Fashion

Net-A-Porter launches glossy print magazine

Products

The Lego Movie hits cinemas worldwide

Food & Beverage

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Fashion

Patagonia film celebrates the stories we wear

Fashion

Louis Vuitton's controversial exhibition

Food & Beverage

Chipotle wages war on Big Food

Technology

AT&T's brutal new film to stop texting and driving

Transport

BA tugs the heartstrings with Visit Mum film

Transport

Leave the world behind with Volvo

Technology

IBM & The World's Smallest Film

Fashion

Burberry merges digital and physical worlds

Lifestyle

Iconic landmark is on song with The Ship Song

Media & Entertainment

Bond's Skyfall is ultimate branded entertainment

Lifestyle

Red Bull goes Stratospheric

Transport

Audi showcases the future in Spheres

Technology

AT&T unveils transmedia experience Daybreak

Products

Google experiments with art and science

Technology

GE asks Australians for Two Words

Food & Beverage

Coca-Cola Moves to the Beat of London

theONEcentre

Strategy + Artistry

Ground Floor,
71 York St
Sydney NSW 2000
T +61 2 8096 9700
hello@theonecentre.com

for updates on The One Centre Group and our publications.

Back to top

theONEcentre

Strategy + Artistry