Launching a new Sub Brand
GE Lighting’s new Smart Home platform.

Develop and a 360 campaign for a new sub brand of General Electric– “C by GE”– its entrance into the Smart Home category. Our team was tasked with developing a creative idea that extended across linear and digital channels…within six weeks. The power of an idea can transform a brand and in partnership with the media agency, we did that for the Smart Home category by introducing relatable bits told by the always classy John Slattery. In this case

Our resources developed a comprehensive strategy and narrative of “Cing is Believing.” The team executed a broad portfolio of creative assets that leveraged the the core values of the product, the talents of John Slattery from ”Mad Men” fame and launched during the Kentucky Derby.

What started as a digital content effort turned into national broadcast, paid social, influencer, pop-up events, and more.

THE SOLUTION
From pitch to execution, our resources developed a comprehensive strategy and ownable narrative of “Cing is Believing.” The team executed a broad portfolio of creative assets that leveraged the the core values of the product, the talents of John Slattery from ”Mad Men” fame and launched during the Kentucky Derby.

Asked to pitch the GE Lighting business against an embedded incumbent and one of the hottest marketing shops in the country. Oh…and given six weeks from pitch to asset delivery. We moved quickly and developed a 360 degree integrated strategy and creative platform…that won.

What started as a digital content effort turned into national broadcast, paid social, influencer, pop-up events, and more. The power of an idea can transform a brand and in partnership with the media agency, we did that for the Smart Home category by introducing relatable bits told by the always classy John Slattery. Seeing is believing…or in this case “C’ing is Believing.”