Alex Turner
Director at Fat Lemon, London
London, United Kingdom
TitleScience Gal
Agency
Campaign Local Heroes - General Electric
Advertiser General Electric Company
Brand GE
PostedSeptember 2001
Product Corporate
Business Sector Corporate Communication
Tagline We bring good things to life.
Story A GE volunteer is featured teaching local school children about science.
Philosophy Based on interviews with current employees and a series of qualitative research sessions in the problem market we developed a multi-medium, re-image campaign for GE referred to as "Local Heroes." This campaign was designed to celebrate local employee volunteer efforts in the market. While the campaign included spot TV to efficiently reach the community at-large it also includes newspaper, outdoor, PR, internal newsletters and the Internet.
Problem General Electric was experiencing substantial imagery erosion problems in critical corporate markets. These ADI’s were the operation centers of GE’s largest business units, and locations where the company is most often the largest employer. Due to recent downsizing, GE’s corporate imagery was falling fast among critical constituencies: current and prospective employees and the community-at-large.
Media Type Television
Length
Market United States
Creative Director
Copywriter
Agency Producer
Director
Director of Photography (DOP)
Music Composer
Production Company

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