GE is one of the worlds most valuable brands and is responsible for much of the world’s technology breakthroughs in energy, infrastructure, aviation and of course healthcare.
This fully integrated campaign covered the customer lifecycle from acquisition through lifecycle to lapsed customer. The marketing programme covered above and below the line activity, including TV commercials, radio PR and advertising, web and online strategies and direct mail.
The target was an aggressive growth of 15% increase in market share over the period. The end result was an increase of 50% market share and the lowest CPR of any GE campaign trans-Tasman*. (*Results period 2009-2012)