GE: Ge Podcast Theatre Presents The Message [image]

Credits & Description:

Brand: Ge
Country: USA
Advertising Agency: Bbdo, New York
Entrant Company: Bbdo, New York
Media Agency: Omd, New York
Pr Agency: Small Girls Pr, New York
Production Company: Panoply Media, New York
Additional Company: Panoply Media, New York
Associate Director: Denise Centofante (Omd)
Creative Director: Levi Slavin (Bbdo New York)
Strategist: Corbin Brown (Giant Spoon)
Account Team: Marissa Amendolia (Bbdo New York)
Senior Engagement Planner: Rhys Hillman (Bbdo New York)
Associate Director Of Interactive Production: Joe Croson (Bbdo New York)
Writer: Mac Rogers (Freelance)
Director: Rachel Wolther (Panoply Media)
Account Team: Anna Mills (Bbdo New York)
Chief Creative Officer: David Lubars (Bbdo Worldwide)
Executive Producer: Andy Bowers (Panoply Media)
Account Team: Brandon Fowler (Bbdo New York)
Sound Designer: Brendan Baker (Freelance)
Creative Director: Tim Roan (Bbdo New York)
Associate Director Of Innovation: Umberto Castaldo (Omd)
Junior Copywriter: Darina Khafizova (Bbdo New York)
Interactive Producer: Eric Bloom (Bbdo New York)
Group Account Director: Laura Correnti (Omd)
Junior Art Director: Rachel Moore (Bbdo New York)
Co-Founder: Trevor Guthrie (Giant Spoon)
Chief Creative Officer: Greg Hahn (Bbdo New York)
Executive Creative Director: Michael Aimette (Bbdo New York)
Integrated Strategist: Nicholas Papa (Omd)
Producer: Sarah Lilley (Panoply Media)
Head Of Innovation: Timothy Gunatilaka (Omd)
Synopsis:
GE wanted to talk about their new medical technology that uses acoustic soundwaves to heal the human body. GE also desires breakthrough media solutions. The challenge was bringing those elements together to make something that’s relevant and compelling to a wide audience. The answer was as innovative as the technology.
Campaign Description:
The idea was a weekly 8-episode science fiction podcast called “The Message.” The story follows a young podcaster, Nicky Tomalin, who gets to sit in with a team of cryptologists trying to decipher a 70-year-old alien message. “The Message” became the most-listened-to branded content podcast in history, and the first of its kind to reach #1 on iTunes.
Execution:
We did what no other brand has done before: create a number one ranking branded podcast in the open iTunes charts. “The Message” is a science fiction podcast that showcases GE’s new medical soundwave technology. Listeners tuned in weekly and downloaded the 8-episode podcast 4 million times on Soundcloud and iTunes, but the story didn’t end there. GE hooked listeners by creating an online world for “The Message,” where they brought the people and places from the podcast to life with a complex web presence and backstory. We sprinkled the content with clues and puzzles, creating an alternate reality game that unlocked additional content.
Strategy:
The podcast platform was the perfect place to reach tech influencers and enthusiasts— an important audience for GE. Their journey began with the podcast, but it didn’t end there. This audience values innovative solutions that go the extra mile, which is why we created a complementary alternate-reality game threaded throughout an online paper trail and backstory to immerse true tech junkies deeper into the story.
Outcome:
“The Message” was downloaded over 4 million times, garnering over 187 million earned media impressions. It was praised by a number of major publications calling it “Radio-Age genius” and saying that it “could change podcasting forever.” In addition to the podcast, the online paper trail and alternate-reality game received 69,000+ organic page views and inspired listeners to create a Subreddit and a Wikipedia entry, and continue their conversation on social media. Debuting at #47, “The Message” became the first branded content podcast to reach #1 on iTunes.