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GE 'Works Everyday' by TBWA DAN Shanghai


Chinese campaign uses innovation & interaction via online experience

GE 'Works Everyday' by TBWA DAN Shanghai

TBWA's Digital Arts Network (DAN) Shanghai has launched the latest General Electric (GE) 'Works Everyday' campaign in China through an engaging online experience. Two interactive videos uncover the life of GE personnel and their partners working together in delivering solutions for a better China.

The first video tells the story of GE telemedicine, a technology that provides innovative medical solutions in Gansu province. The second video shows how GE partners with the Beidahuang Group, a national grain producer, in modernizing agriculture in China.


Both interactive stories have a time stamp feature, which captures users’ real time once they log in to the interactive sites.


“The GE 'Works Everyday' campaign for China showcases how GE's use of technology and innovation drives positive outcomes for the country,” said Jason Hill, Director of Advertising for Growth Markets at GE. “We show how GE and our partners make a difference for China. We’ve done this through compelling, well-produced content distributed across relevant digital channels.”

Dwayne Koh, Group Creative Director of DAN Shanghai said, “For this campaign, we wanted the audience to understand that the things they take for granted everyday – like food on a dinner table, or the celebration of birthday  – GE and their partners somehow had a part in making it happen.” Koh added, “In our communications, we used the clock as a metaphor for GE. In the film and print, we wanted to convey to the audiences that GE is at work for the people of China, each and every day, every second, wherever they are.”

The campaign captures various audiences through a multi-screen, multi-browser approach and is hosted on both Sina Weibo and Youku.




Project Name: GE 'Works Everyday'
Creative Agency: TBWA’s Digital Arts Network (DAN) Shanghai
Client: General Electric China
Group Creative Director: Dwayne Koh
Group Account Director: Stefanie Liew
Planner: Ben Chen
Account Director: May Xiao
Account Manager: Gill Wang
Associate Creative Director: Jimmy Wang
Designer: Qihan
Copywriter: Yu Haiyang
Production house: Shilo-TV, Bernstein & Andriulli, Ars Thanea
Media agency: Starcom China
Category/Exposure: Digital
Territories: Mainland China

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