With the launch of its Link connected LED light bulb, GE sought to relaunch the very invention that had made its founder Thomas Edison world famous 100 years ago.

But selling “electric light” today promised to be a lot more challenging than when the world burned whale oil.

To make GE’s late-to-the-game advanced LED lighting a success in an already crowded marketplace would require selling a lot more than just light – we’d need to sell self-reinvention.

A better life.

…Even sex.

Enter Terry Quattro. Not only was he successful in convincing America it needed new and better lighting, he made sure it bought a SIX MONTH SUPPLY OF BULBS IN JUST THREE DAYS.

With a small budget, a new product, and a difficult market to sell it un, our objectives were to:

1. Sell a TON of light bulbs

2. Make GE the only name in new-fangled electric lighting…again

At the end, we did all of that…and more!

Our campaign:

• Sold SIX MONTHS OF OUR ONLINE INVENTORY of light bulbs in just THREE DAYS!

• Earned over 1 million YouTube views, 200 Facebook likes and 75 shares, 160 retweets and 209 favorites on Twitter WITHIN THE FIRST THREE DAYS THE FILM WAS LIVE!

• Garnered over 1.36 billion earned media impressions (not including the 12.2 million paid impressions on-air and online) around the world. And high praise from FastCompany, Time, USA Today, Slate, Adweek, and many more top publications, calling it “awesome,” “hilarious,” and “the smartest Smart Home ad ever.”