BRANDING

GE

"The Straw"

GE MAY BE A HOUSEHOLD BRAND IN THE UNITED STATES, BUT ITS AWARENESS LEVEL IN GERMANY WASN'T UP TO SNUFF, ESPECIALLY GIVEN THE INTERESTS IN ENVIRONMENTALISM AND ENERGY

EFFICIENCY SHARED BY BOTH THE COMPANY (VIA ITS "ECOMAGINATION" INITIATIVE) AND THE COUNTRY.

EIN, ZWEI, DREI

TO INCREASE GE'S AWARENESS IN GERMANY, THE TEAM FOCUSED ITS EFFORTS AROUND A SPECIFIC ISSUE--WATER PURIFICATION--TO GIVE THE CAMPAIGN A RELEVANCE TO THE TARGET AUDIENCE.