GE’s ‘Reimagining’ Is All About the ConsumerAugust 23, 2013 By Nancy Klosek
The Campaign focuses on three kitchen appliances featuring unique technologies, such as three-ring gas range burners, a sensor-triggered auto-fill function on its French door refrigerators, and a 102-water-jet dishwasher design that eliminates the need to rinse dishes before loading them. A full-bore campaign, including five TV spots, accompanies the rollouts.
“A 30-second launch spot features all three products and shows how we put the voice of the consumer first and have embraced their role in developing products,” said Tim Matis, advertising director for GE Appliances. “It asks, ‘If your kitchen could study you, what would it learn?’”
Fifteen-second pullout spots are dedicated to each of the three products. A final 15-second spot, reprised from the company’s earlier top-load high-efficiency washer campaign, is themed ‘America at Work.’ “It shows our sense of pride in our billion-dollar investment and how it’s created jobs and helped rebuild families,” Matis said.
At the geappliances.com website, browsers are encouraged to “explore” a kitchen embedded with hot spots that explain each product, provide research data and take advantage of social media tools to encourage engagement and interaction with the site.
Social media is a core component of the campaign since it helps to focus the broader TV messages. The campaign uses interactive banners and Vine, the Twitter mobile app that allows posting and following of six-second videos.
“We create content that consumers would find useful,” Matis said. “On the Reimagining the Kitchen part of the site, if they click on the knives on the counter, they can see a mini video on how to easily separate yolks from eggs. That gets re-Vined when the link is shared with friends; it spreads organically.”
Also on the site are insights into the consumer research—for example, showing ergonomic reasons why the refrigerator handles were designed as they were.
If the plate of cookies is clicked, the browser is directed to a social contest called Cooking Fail Redemption. GE is partnering with celebrity chef Jeffrey Saad, and is encouraging people to submit via Tumblr a photo and description of one of their most recent cooking failures. GE will judge the entries, bring three finalists to Louisville, Ky., put them in a replica of the online GE kitchen, and have the chef help them cook the failed meal again. The grand-prize winner will get a role on an online episode of “Cooking Fail Redemption” and a full suite of appliances; two runners-up will get one product in the suite. GE is creating webisodes of each of the three finalists going through the process. All that content will be pushed out through distribution in October and November, Matis said.