ASIA-PACIFIC – MALAYSIA, JUNE 26, 2013 – General Electric (GE) has just launched the ASEAN version of its thematic, global ‘GE Works’ campaign with a series of print advertisements appearing in major dailies in Malaysia and Indonesia, and outdoor advertising in Myanmar.
The campaign focuses on bringing to life the partnership stories between GE and the various business partners the company works with within the region. It also highlights the scale and scope of GE’s offerings, ranging from efficient power solutions, portable hand held ultra sound devices to advanced flight navigation systems and jet engines.
TBWA\Kuala Lumpur is the creative force behind the campaign, and together with Starcom Malaysia, has been tasked with driving the GE brand for the ASEAN region. The agency won the business earlier this year following successful collaborations with the GE brand in China and Vietnam.
“Since our appointment, we’ve been working closely with GE’s international marketing team in New York and their corporate communications teams in Malaysia and Indonesia to fine-tune the various brand stories we want to tell,” said TBWA\Kuala Lumpur general manager Shaun Tay. “It’s been a fantastic learning experience so far and we believe our audience will also be amazed at the depth of GE’s involvement within ASEAN.”
Jason Hill, GE’s Director of Advertising, Growth Markets, commented: “TBWA has been a great partner in telling the GE story across ASEAN. Our latest creative campaign demonstrates how GE works with our customers in Indonesia and Malaysia specifically on big, important themes such a powering and moving the countries.”
The campaign will also expand to cover additional channels such as TV and digital at a later date.
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Project Name: GE Works in ASEAN
Creative Agency: TBWA\Kuala Lumpur
Client: General Electric
Executive Creative Director: Jeff Orr
Art Director(s): Ho Mun Kin
Copywriter(s): Jeff Orr, Stuart Godwin
Photographer: Grey Spaces
Production Company: Absolute Pictures
General Manager: Shaun Tay
Agency Producer: Stephanie Ooi, Chey Feng Mey, Jeff Hong, Shelly Ahmad
Account Director: Josephine Hoon
Account Executive(s) / Manager(s): Ivan Teh
Media Agency: Starcomm Malaysia
