Ge AUS Imagination at Work Online Brand Campaign

Imagination ShowcaseLive Event & Online TV Show

Concept Presentation V2

GE Australia - 4 August 2010

© John Ford Inc. 2010

Contents• Thinking • Platform idea• Live event concept• Online TV Show concept• Production team• Budget estimate• Timing & logistics• Next steps

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Imagination at work

GE Positioning


Challenge 1

Low awareness about all that GE is and does.

“Inspiring big picture”


Opportunity

Showcase GE’s incredible contribution & commitment

to a better world.

“Tackling humanity’s big issues”(And business’s too)


Challenge 2

Bringing ‘Imagination at Work’ to life in a relevant and compelling way for Australia.

“A sustainable platform not just campaign.”


Opportunity

A creative solution that’s human, engaging, fascinating,

mind-opening & uplifting.

“The power of story-telling”(Experiencing it)

Brandedentertainment& education


Target audience

Not just engineering nuts or Greenies:

Proactive people who care about people & the planet, believe in

the power of ingenuity & actively want to

know what’s cooking.

Staff & CurrentCustomers

CorporateGovernmentConsumer

New Customers

Government agencies

Worldly consum

ers

Med

ia

Advocates

Unaware

Ambassadors

Profile OutcomeMindset


Proposition

See how GE is helping solve the world’s toughest problems.

Environment Health

Dem

onst

rate

d in

:


Platform nameIdeas & options

Tough StuffSee how GE is helping solve the world’s toughest problems

Imagination ShowcaseSee how GE is helping solve the world’s toughest problems

Imagination at WorkThe Show

See how GE is helping solve the world’s toughest problems

Imagination at Work TVSee how GE is helping solve the world’s toughest problems

Imagination at Work the show has been used forthe presentation but any name is interchangeable



Platform summary

Imagination at Work the show

See how GE is helping solve the world’s toughest problems.

sustainable cities

Environment Health Urbanisation

Live Event Online TV Show1 October Quarterly from 1 October


KickoffGlobal Chairman & CEOJeffrey Immelt in Sydney

1 October for a day


Live event overviewSee how GE is helping solve the world’s toughest problems

• Inspiring lunch event at Hilton, Sydney

• Features live interview with Jeffrey Immelt by top journalist, Ellen Fanning (60-minutes)

• Welcome by Steve Sargent

• MC by Ellen Fanning

• Interview flow structured in segments:- Ecomagination

- Healthymagination

- Sustainable cities (Optional)

- GE Capital/Finance

- Local breaking news (Eg biz wins/announcements)

- Online TV Show announcement/teaser

• 2-3 quick case studies per segment with key visual support e.g. Wind Turbines

• Questions from the floor

• Interview filmed & posted online at TV Show site www.imaginationatworktv.com.au


Post-interviewTV Show Teaser


TV Show overviewSee how GE is helping solve the world’s toughest problems

• Collectively a 10-minute TV show series

• Based online at TV site with subscriber option www.imaginationatworktv.com.au

• Multi-platform & multi-channel distribution: iPhone, iPad, Media portals, in-flight TV, YouTube

• Uplifting, mind-opening, entertaining

• Full of amazing facts and feats

• Structured in segments + latest news> Ecomagination - Healthymagination - Sustainable cities > Local breaking news (E.g. business wins/announcements)

• 3-4 quick case studies per segment plus one hero feature e.g. V-scan or GEnx

• Formated so segments & stories can be watched individually or as one show

• Style entertaining vs. pure journalism

• May or may not include presenter© John Ford Inc. 2010

Online advertising


Online advertising


Home intro page


Show promo page


Show segment:ecomagination


Facts showcase:Slideshow


Documents

Ge AUS Imagination at Work Online Brand Campaign