G.E. Says, ‘Eco! Eco! Hello! Hello!’
Next week, GE will release a new batch of ads called "Tag your green," Reports Stuart Elliot in the New York Times Blog Media Decoder this week. The campaign is supposed to build on the "ecomagination" message that GE has been using since 2003. The new ads are aiming to promote "new ways of thinking about the environment" and lend a renewed sense of possibility to consumers who may already be "green." Additionally, this campaign launch comes two months after the Ecomagination Challenge, a contest sponsored by GE and other partners, to award $200 million to a winner that offers "ideas to improve the flow of power through the grids that crisscross the country."
Posted September 20, 2010
By Stuart Elliot, New York Times
Five years since starting its green marketing efforts under the fanciful term “ecomagination,” General Electric is introducing another round, online as well as on television and in print.
Ecomagination combines “ecology” and “imagination,” echoing the umbrella theme, “Imagination at work,” that has appeared in all G.E. campaigns since 2003.
The new batch of ads, which begins appearing on Monday, is centered on an idea called “Tag your green.” It is intended to encourage new ways of thinking about the environment and also fight the feeling, encapsulated by the expression “green fatigue,” that overcomes eco-warriors who may be wondering what, if anything, all they are doing to improve the environment is accomplishing.
The “Tag your green” effort has a digital emphasis, with content on Web sites like Flickr, Howcast and YouTube.
The campaign follows by two months the announcement by G.E. of the Ecomagination Challenge, awarding $200 million to ideas to improve the flow of power through the grids that crisscross the country. G.E. is sponsoring the contest, which is accepting submissions through Sept. 30, with four partners that include Emerald Technology Ventures and Rockport Capital.
“Anchored by the $200 million Ecomagination Challenge we launched in July and the thousands of online community members it has engaged, we are excited to launch this new phase of ecomagination,” Judy Hu, global executive director for advertising and branding corporate commercial and communications at G.E. in Fairfield, Conn., said in a statement.
The agencies working on the campaign include BBDO New York, part of the BBDO North America unit of BBDO Worldwide, owned by the Omnicom Group; the Barbarian Group, part of Cheil Worldwide; and the OMD Ignition Factory, part of the OMD division of Omnicom.
Other elements of the campaign include an energy quiz, part of so-called rich media ad units on Web sites like Digg and Gizmodo; Webisodes on sites like ecomagination.com and YouTube; iAds for the new Apple iPhone ad platform; and a television commercial and print ad about the WattStation, which will help recharge the new Nissan Leaf electric car.