I led a 3-week crash effort to create cross-divisional web pages supporting a mass media broadcast campaign.

Creating a Digital Presence for a Major Broadcast Media Campaign

All assets are created equal. Until they aren’t. GE Software’s products created efficiencies that made a big difference for asset performance. Managing and optimizing asset performance could help industrial organizations save millions of dollars each year.

To underscore the difference software can make in asset performance management, GE embarked on a broadcast media campaign entitled Spot the Difference. The campaign, shown on major networks during ESPN sporting events and other highly watched television programs,  showcased two images and asked the viewer to “spot the difference” between the seemingly identical images.  A sampling:

  • A train can reach its final destination more efficiently if the carrier uses Trip Optimizer, a software that creates an optimal trip profile for all trains on the line.
  • A streetlight using a sensor can get brighter only when it is needed, saving cities hundreds of thousands of dollars in utility bills.
  • The oil rig using GE software can have less downtime as operators will be better able to prevent equipment failures and predict maintenance needs.
  • An airline can save 1% of its fuel costs by predicting maintenance needs and keeping engines running at optimal performance.

To support this campaign, I worked with communicators and marketers across all of GE’s major business lines, from GE Healthcare to GE Power & Water, from GE Lighting to GE Oil& Gas, and from GE Intelligent Platforms to GE Energy Management.  Together, I led this large team to develop copy and imagery for some amazing web pages.  In under 3 weeks, we took over the homepage of gesoftware.com with our messaging, showcasing asset performance management throughout the major markets GE operated in.  We also created new industry pages for the website, highlighting this messaging in relevant storytelling to drive traffic to our new product offerings.

As the ads proclaimed:  GE Software. Get Connected. Get Insights. Get Optimized.