AUGMENTED REALITY by OMD Shanghai for GE

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AUGMENTED REALITY

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Industry Raw Materials & Minerals
Media Promo & PR, Case study
Market China
Agency OMD Shanghai
Released December 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: GENERAL ELECTRIC
Product/Service: WIND POWER TECHNOLOGY
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: OMD CHINA, Shanghai, CHINA
Entry URL: http://www.imaginationatwork.cn/
General Manager -OMG Digital China: Lawrence Wan (OMD China)
Digital Planning Director: Karen Ho (OMD China)
Digital Planning Supervisor: Liya Wang (OMD China)
Senior Digital Planning Executive: Luna Ling (OMD China)
Director Global Accounts: Matthias Hanseen (OMD Europe)
Operations Director: Winie Soon (Proximity China)
Leader, Online Advertising & New Media: Edwin Downing (GE Corporate)
Director, Olympic & Asia Marketing: Christopher Katsuleres (GE Corporate)
Communications Director: Geoff Li (GE China)
Media placement: Digital Campaign - Sohu/Sina/FTChinese/Chinabyte/ZOL/Baidutv - 7 December 2009

Results and Effectiveness
Results beyond expectation 892m impression (41% above planned); 7x engagement rate over traditional riche media; 1.68% CTR which 129x than planned; 500m+ BBS, Blog, PR generated; 40K+ posts forward; One month after the campaign finished, we still got decent and similar amount of traffic towards the GE AR mini-site, with average 102 GE AR pictures being printed a day. Mill Ward Brown evaluation 2009 GE Augmented Reality Campaign in Dec has successfully reached primary target ‘business managers’ and significantly raised GE awareness; Financial vertical sites and Tech/News channels on portals did well in reaching business managers; GE key brand positioning ‘industry leader’ & ‘being innovative’ are also significantly enhanced.

Creative Execution
In order to grab GE's target audience attention and encourage interactions to generate most buzz, GE AR campaign ran for 4 weeks with 4 different stages using varied platforms to achieve our objectives. Seed: Teaser week - Announcing GE China AR launch day & drive anticipation through PR articles in BBS, IT, News sites. Dominate: Big Launch - page domination crazy ads on Sohu & FT home page, banners, video on other portal and vertical sites. Build & Learn: Buzz and interaction - seed buzz, sustaining with editorial support and optimised throughout campaign period. Share: Post-campaign - viral marketing via e-card.

Insights, Strategy & the Idea
As one of the world’s leading suppliers of power generation and energy delivery technologies, GE's previously established brand awareness and educational campaign in China. In 2009, GE China R&D team innovated a new technology using nearshore wind turbine power with no domestic source of fossil fuels to generate cleaner electricity. So we need a innovative way to communicate GE's innovative infrastructure solutions. This new idea was leveraging the very latest and innovative augmented reality application to demonstrate GE's new wind technology and reflect GE being a technology company always exploring new ideas in life - 'imagination at work'. Since the application requires webcam for interaction, we initially focus on top IT savy and business managers as the source to encourage interactions and therefore generate mass awareness and interests among other online users.