CHALLENGE
How do you bring one of the largest companies in the world into a brand new category? When GE Lighting decided to make its entrance into the SmartHome category they were relatively unknown in the space. Other brands had successfully carved up the market share and provided a range of products to consumers. What could a lightbulb company offer that they couldn't?
SOLUTION
Our initial consumer research found immediately that there was a lot of confusion in the space. Not only did consumers not really understand the idea of a SmartHome, many who didn’t have this technology were somewhat offended by the idea that their home wasn’t smart. We not only needed to show them the value of SmartHome products, we needed to show them why the ones created by GE Lighting were superior to the rest.
The product line was called “C by GE”. Our team developed a comprehensive strategy and narrative around the idea that “C-ing is Believing.”
We executed a broad portfolio of creative assets that leveraged the core values of the product, the talents of John Slattery from ”Mad Men” fame and launched during the Kentucky Derby.
A series of delightfully creative spots were produced featuring John Slattery. Relatable, humorous, and designed to highlight the imagination of the products created by GE. Included in this campaign was the development of the tagline “C’ing is Believing” and a wide range of dynamic social assets that helped drive great awareness for their smart home products.
RESULTS
Our partner and the client were thrilled with the results of the campaign. Working closely with them, we delivered a comprehensive set of marketing assets designed to run across all marketing channels including TV and social. The recommendation and work needed to secure John Slattery as the lead of this campaign paid off big time as his uncanny ability to make the product relatable and connect with the audience drove the campaign to success.
WHAT WE DELIVERED
- Consumer Research & Strategy
- Brand Tagline “C-Ing is Believing”
- 5 Broadcast TV Spots
- Full Social Campaign