The backbone of the campaign was mass, traditional media (TV, Press, Digital, OOH) but with an emphasis on innovative media solutions. We grabbed the attention of the audience by focusing on sport and the economy as a key way to engage through relevant, meaningful content.With the economy, we secured a first ever association with the Economic & Social Outlook Conference at Melbourne University attended by major big business and political leaders. GE also sponsored the ‘Leadership Series’ on Sky Business News focusing on the topical Australian leadership debate.With sport, we ensured GE was front and centre in the year’s biggest event, the Rugby World Cup. Our multi-level partnership with Fox Sports delivered Foxtel’s most successful Australian ‘green button’ campaign of all time. This was supported by ground breaking VIZ onscreen ‘pull-through’ graphics with the relevant ‘GE - powering Australia forward’ messaging appearing after every Australian point scored.

Pre and post campaign research measuring key brand attributes delivered the following:•GE at the forefront of technology +66% •GE as innovative +65%•GE as dynamic +55%•GE as an industry leader +45% •Average improvement of 41% against KPI’s, making it one of GEs most successful localised brand campaigns in the world.Further to this, the association with the Economic & Social Outlook Conference delivered 495 media reports, reached 9.9 million Australians, with a media value of $1,359,801. Foxtel’s green button campaign achieved 50,342 downloads, the most successful of its kind in Australia.