GE incorporates Augmented Reality in new advertising campaign for 2009


Just over a month ago I posted an article on Mini’s Augmented Reality Ad, now it seems GE has also joined the AR brigade along with Nissan, Volvo & Mini.

This film demonstrates how GE will leverage augmented reality technology to tell a story about Smart Grid.

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This effort is a part of GE’s new advertising campaign called “NOW” to be launched during Super Bowl today on February 1, 2009. The theme of the campaign is “innovation you don’t have to wait for.” As per information on GE 2009 Advertising Overview, the campaign will incorporate three themes including ecomagination, healthcare and Global Research, with a key focus on Smart Grid technologies.. GE will use television, print, and digital mediums to tell this story:

Television – Super Bowl advertisement

  • For the first time, GE will advertise on the Super Bowl with a 30-second ad called “Scarecrow” that focuses on Smart Grid technology
  • Smart Grid is a vision for a smarter, more efficient, and sustainable electrical energy grid that GE technology is helping to bring to life and represents GE´s latest example of “ecomagination” at work
  • The ad is a modern take on the classic song, “If I Only Had A Brain,” from the film The Wizard of Oz, imagining what can happen when old technologies have a brain and become smarter
  • The ad is created by BBDO New York, GE´s long-time agency partner for more than 80 years
  • The commercial was directed by Traktor and employs the latest computer and digital technology from Framestore
  • The ad is scheduled to appear on US television networks including NBC, CNBC, MSNBC, CNN, Bravo, USA, SciFi, Comedy Central, Discovery and ESPN after the Super Bowl

Digital

  • GE is incorporating breakthrough technology called augmented reality that will be featured on its new microsite – PlugIntoTheSmartGrid.com
  • Augmented reality is technology that augments real-world elements with digital holograms, so consumers can see a digital hologram of Smart Grid technology come to life in their hands
  • This is the first time that augmented reality technology has been used to interact with a consumer in an advertising effort
  • Banner advertisements, print ads, and web films will drive consumers to the microsite to experience the augmented reality technology
  • The digital campaign was created by Goodby, Silverstein & Partners

Print

  • GE is launching an extensive global print and outdoor campaign
  • Print and outdoor ads are focused on three areas:
    • Ecomagination: highlights GE´s renewable technologies
    • Healthcare: demonstrates how GE is providing worldwide healthcare solutions such as x-rays in China and ECG technology in rural India
    • Global Research: evaluates what the world needs and discusses how GE innovates solutions to redefine what´s possible
  • The ads are created by BBDO New York and will run in publications such as the New York Times, Financial Times, Fortune, and Wired

Click on the image for a Sneak Peak of the commercial & brand’s integrated efforts to extend the Ecomagination campaign in 2009

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