GE Design & Branding THE PRINT AD THAT ACTUALLY WORKS by Clemenger BBDO Sydney

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THE PRINT AD THAT ACTUALLY WORKS

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Industry Industrial Equipment & Agricultural Machinery
Media Design & Branding
Market Australia
Agency Clemenger BBDO Sydney
Executive Creative Director Paul Nagy
Creative Director Rebecca Carrasco
Art Director Sebastian Vizor
Copywriter Josh Braithwaite
Producer Henry Welch
Released March 2013

Awards

One Show 2013
One Show Design Craft / Animation - Single Merit
One Show Magazine / Full Page or Spread - Single Merit
One Show Trade / Full Page or Spread - Single Merit

Credits & Description

Advertiser: GE
Agency: CLEMENGER BBDO SYDNEY
Category: Best Use of Print
Advertising campaign: THE PRINT AD THAT ACTUALLY WORKS
Producer: Henry Welch (Clemenger BBDO Sydney)
Copywriter: Josh Braithwaite (Clemenger BBDO Sydney)
Retoucher: Giles Davies (Clemenger BBDO Sydney)
Executive Creative Director: Paul Nagy (Clemenger BBDO Sydney)
Senior Account Manager: Victoria Edwards (Clemenger BBDO Sydney)
Senior Designer: Tim Mcpherson (Clemenger BBDO Sydney)
Retoucher: Ben Greenfield (Clemenger BBDO Sydney)
Creative Director: Rebecca Carrasco (Clemenger BBDO Sydney)
Art Director: Sebastian Vizor (Clemenger BBDO Sydney)

Effectiveness
With multi-billion dollar jet engine deals, no single advert can be solely attributed to a sale. Instead, we focused on a customer relationship strategy, backed by highly targeted messages. What we can say is that because of the media placement and special distribution, the ad was seen by 100% of our niche audience, and successfully positioned GE as an innovative brand who're world leaders in the creation of innovative jet engine technology.

Execution
The media team helped us implement our idea by getting the ad to appear in Aviation Business Asia Pacific Magazine, a subscription industry only publication with 12,000+ readers. This received distribution at the Australian Airports Association National Convention, where a copy was handed to every delegate of whom 250 are involved in the process of ordering jet engines - which was also 100% of the target audience.

Strategy
Our objective was to reaffirm the existing industry belief that GE are innovative jet engine providers to an exceptionally niche audience — those that order them. These people are already aware of GE, but they're also extremely busy, therefore our message would need to be cleverly implemented. In this idea, by innovating the way we used print we were able to position GE as innovators themselves. Demonstrating that when it comes to innovative jet engine technology, GE Works.