General Electric launches Asean version of ‘GE Works’ campaign

The Asean version features a series of print advertisements in major dailies in Malaysia and Indonesia, as well as outdoor advertising in Myanmar. It will also expand to cover additional channels such as TV and digital at a later date.

The campaign focuses on bringing to life the partnership stories between GE and the various businesses 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.

Jason Hill, GE’s director of advertising, growth markets, said the latest creative campaign demonstrates how GE works with its customers in Indonesia and Malaysia, specifically on themes like powering and moving the countries.

The campaign was jointly developed by TBWA Kuala Lumpur and Starcom Malaysia, which have been tasked with driving the GE brand for the ASEAN region.

TBWA Kuala Lumpur won the business earlier this year following the collaborations with the GE brand in China and Vietnam.

Shaun Tay, general manager of TBWA Kuala Lumpur, noted that the agency has been working with GE’s international marketing team in New York and the corporate communications teams in Malaysia and Indonesia since the appointment to fine-tune brand stories it wanted to bring out.

“We believe our audience will also be amazed at the depth of GE’s involvement within ASEAN,” he added.