GE China launches digital ad campaign

The campaign, titled ‘Wang and Bang’ and developed by Proximity China, uses animated webisodes to show audiences how GE is working to alleviate global and domestic problems, such as environmental, medical and industrial challenges.

The five 60- to 90-second webisodes will appear on eleven of China’s most popular sites and portals, including Sina, Sohu, Chinese.WSJ.com, People.com.cn and CCTV.com. They will air once a week for the duration of the campaign.

The promotion will also be accompanied by an outdoor digital push via LCD panels in 3,175 office buildings and 4,000 taxis in Shanghai, 2,000 taxis in Beijing and as pre-roll for entertainment on domestic Air China flights.

Wang and Bang, the animated characters starring in the spots, will also maintain photo albums, blogs and chatrooms on social networking sites Xiaonei, Kaixin and Facebook.

“We have seen great success with video delivery in the US and we wanted to replicate that success in China. Video allows us to stand out from other advertisers in a typically overcrowded space,” said GE’s director of digital media, Jen Walsh.

The campaign will run during December and will be continued on CCTV.com until mid-January.