Branding the New Energy Reality
Strategy – Awareness Advertising
How the world generates, moves, regulates, prices and consumes energy needs fundamental changes to meet demand and deal with generation shortfalls and innovations in today’s world. Unfortunately, most people don’t understand what’s happening and what needs to be done, and that leads to a resistance to change.
The “Redefining Reality” messaging tracked worldwide needs and showed how GE’s thought leadership can help solve the problem. The messaging was rolled out in global trade shows, online, in print and with video support. As the industry moved forward, GE’s messaging moved forward – with an evolution to Real. Smart. Solutions. positioning that showed the smart grid is here and GE is leading the charge.
That ongoing campaign became the worldwide lead for understanding how energy is changing and led the market with a strategic infiltration that included partnerships with third parties, such as National Geographic, websites, online advertising, community outreach, collateral, thought-leadership videos and educational infographics. Governments and regulators from Florida to Dubai got the message and have begun adopting change – thanks to Maier messaging.