The communication challenge was to launch a new service brand "One services" into a universe dominated by High-tech products. "One services" is promoted all over Europe by a dedicated sales force of 250 reps equipped with

i-pads, the 1st medium of the brand. We have developped a multi channel communication plan including a CRM program based o a very original customized direct mailing connected to a web-landing page. The communication plan was created centrally and adopted to 16 countries all over Europe by the agency. The 1st results are very positive: 5700 customers reached, 47% of conversion in 2 months, 17% click through rate.

The plan has started in January 2014 with a dedicated European sales force of 250 reps visiting key customers. The other customers identified on the GE customer base will receive the direct mailing and will have access to the web-landing page. The novelty and the consistency of the communication all over Europe is very much appreciated internally as well as the adaptation/customization of the program country by country. The colour of the campaign, mainly blue, is in line with GE corporate communication guidelines.

The communication program has started in January 2014, so we don't yet have the full feed-back, but the first results are very promising: 5700 customers have already been reached, the conversion rate of the direct mailing is at 47% and the click through rate is at 17% which is far over the benchmark in the category.