New Web Films Tout GE’s Eco-Friendly Inventions

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ClickZ News By Zachary Rodgers

GE’s
Ecomagination product and marketing initiative has come a long way
since the company introduced it 18 months ago. Back then, the project
to advance products "as economically advantageous as they are
ecologically sound" was more philosophy than reality. Today the company
markets 45 Ecomagination products, including desalination technologies,
high tech windmills and super-efficient locomotives. Sales of these
products have reportedly surpassed $20 billion.

Naturally
wishing to draw attention to its success, GE is rolling out a major
branding campaign centered on the initiative, including an upgrade to
its Ecomagination Web site. The site, at Ecomagination.com,
now includes several short films about the company’s various
Ecomagination projects. The Web presence will also feature prominently
in GE’s upcoming round of television and print ads.

"It’s
showing a range of different products in locations around the world,"
said Jennifer Walsh, GE’s global director of digital media. "It’s not a
blueprint. It’s real product providing real service to real people."

Four two-minute films, narrated by actor Kevin Kline, have been
published so far, including one about a desalination facility in
Algiers and another on photovoltaic solar panels being used to power a
California vineyard. Each video is accompanied by additional facts,
pictures and supplementary interviews. Eight more showcases are planned
by mid-year.

The videos and Web site were produced by
Manhattan-based agency Syrup, which also created the earlier, more
bare-bones Ecomagination site. GE agency of record BBDO created all
offline advertising, including print and TV spots that will prominently
feature the site’s URL.

Online advertising was created and
brokered by Stinson Partners and Atmosphere BBDO. In addition to
traditional media buys, the company has brokered a number of creative
sponsorships: A prominent sponsorship of all Reuters’s online and
mobile articles related to business and the environment, grouped under
an Eco-business heading exclusively associated with GE; an "Environmental Business Plan Challenge"
with partner Dow Jones, inviting MBA students and entrepreneurs to
submit their best eco-friendly business ideas for the chance to win
$50,000 as seed capital; and a college-focused Web initiative at
Ecocollegechallenge.com, produced with MTV.

"The Web is really
significant," said Walsh. "It’s the broadest based advertising channel
we have. It’s truly a borderless medium…. There’s a PR component,
there’s an advertising component, there’s a promotional component."

In addition to the U.S., GE has advertised Ecomagination in Europe,
Australia, New Zealand, Japan, China, India and a few other markets.
Print, outdoor and Web advertising have appeared in five languages.

No Responses to “New Web Films Tout GE’s Eco-Friendly Inventions”

  1. GE is selling out its American workers to build a toxic light bulb in China that may poison Americans while encouraging Americans to buy the bulbs that will put more GE workers in the U.S. out of a job. The circle of absurdity will make your head spin.

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