GE: GE GALLERY

Credits & Description:

Advertiser: GE
Agency: ALMAPBBDO
Category: Commercial Public Services incl. Healthcare & Medical
Advertising campaign: GE GALLERY
Account Supervisor: Caio Franco (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Digital Production Director: Fernando Boniotti (AlmapBBDO)
Advertiser's Supervisor: Jason Hill
Co-Creative Director: Luciana Haguiara (AlmapBBDO)
Advertiser's Supervisor: Marcos Leal
Account Supervisor: Mayara Mendes (AlmapBBDO)
Account Supervisor: Oscar Ferreira (AlmapBBDO)
Account Supervisor: Viviane Sgarbi (AlmapBBDO)
Creative Director: Renato Simões (AlmapBBDO)
Copywriter: João Paulo Testa (AlmapBBDO)
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Account Supervisor: Renata Wirthmann (AlmapBBDO)
Art Director: Ricardo Pocci (AlmapBBDO)
Creative Director: Bruno Prosperi (AlmapBBDO)
Planner: Daniel Arthur Diniz Machado (AlmapBBDO)
Advertiser's Supervisor: Graziela Ferrari
Co-Creative Director: Sandro Rosa (AlmapBBDO)

Execution
The GE Gallery featured five artists who could paint their works on buildings at busy city streets.Each work was about 120 feet tall and illustrated themes like: Energy, Transportation, Health, Water Reuse and Aviation.Because the brand itself was not allowed to appear in the works, we used social networks to connect the initiative to GE.The brand’s fanpage became the project hub, the place where all of the project’s contents were made available: making of videos, profiles of artists, cultural activities near the Gallery and other contents.Through the fanpage, people could also vote to pick the two works that would be painted last and also keep up with their making via live streaming. To top it, they could even download the augmented reality app that brought life to one of the works: users simply had to point their devices at the painting to watch a surprising animation.

Effectiveness
The GE Gallery quickly generated media coverage: it was featured on newspapers, TV, radio and the Internet.With over R$4,000,000 in earned media, it surpassed by over 400% our paid media investment. Over 68 million people were impacted — 30% of the Brazilian population.The project involved 40 staff members, 500 spray cans, 42 ink gallons and 15 artists. It promoted GE and reinforced the brand’s role as a partner in developmental matters.Above all, it showed that it’s possible to turn São Paulo into a friendlier, more colorful metropolis.After all, if it can be imagined, it can be done.

Strategy
Despite operating in several market segments, GE used to be little known to Brazilian consumers other than as a light bulb manufacturer.Our challenge was to familiarize Brazilians with the brand, introducing them to the areas where it operates and defining it as a company that brings solutions to turn metropolises into better places.So we decided to start with the hardest part: transforming the urban landscape of São Paulo, a city where all kinds of external brand intervention are legally prohibited.Thus we developed the GE Gallery, an outdoors art exhibition whose works wouldn’t mention GE, but would be inspired by the company’s fields of work.The initiative was approved by the local government and allowed us to promote GE solutions in an unprecedented way, with the benefit of bringing color and joy to the largest urban landscape in South America, a metropolis internationally known for its grayscale panorama.