GE: The Message Podcast

Credits & Description:

Titile: Ge Podcast Theatre Presents The Message
Agency: Bbdo
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
Account Team: Brandon Fowler (Bbdo New York)
Associate Director Of Innovation: Umberto Castaldo (Omd)
Executive Producer: Andy Bowers (Panoply Media)
Creative Director: Levi Slavin (Bbdo New York)
Executive Creative Director: Michael Aimette (Bbdo New York)
Producer: Sarah Lilley (Panoply Media)
Creative Director: Tim Roan (Bbdo New York)
Head Of Innovation: Timothy Gunatilaka (Omd)
Account Team: Marissa Amendolia (Bbdo New York)
Senior Engagement Planner: Rhys Hillman (Bbdo New York)
Director: Rachel Wolther (Panoply Media)
Sound Designer: Brendan Baker (Freelance)
Junior Copywriter: Darina Khafizova (Bbdo New York)
Associate Director: Denise Centofante (Omd)
Chief Creative Officer: David Lubars (Bbdo Worldwide)
Interactive Producer: Eric Bloom (Bbdo New York)
Group Account Director: Laura Correnti (Omd)
Writer: Mac Rogers (Freelance)
Co-Founder: Trevor Guthrie (Giant Spoon)
Account Team: Anna Mills (Bbdo New York)
Chief Creative Officer: Greg Hahn (Bbdo New York)
Integrated Strategist: Nicholas Papa (Omd)
Strategist: Corbin Brown (Giant Spoon)
Associate Director Of Interactive Production: Joe Croson (Bbdo New York)
Junior Art Director: Rachel Moore (Bbdo New York)
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 complimentary alternate reality game threaded throughout an online paper trail and backstory to immerse true tech junkies deeper into the story.
Campaign Description:
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.
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, 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.
Brief with projected outcomes:
Only treatments that have FDA approval can be featured in advertisements in the US. GE’s ultrasound technology is approved for certain procedures, but is still in clinical trials for other applications. Our challenge, therefore, was to develop an idea inspired by the technology but did not explicitly talk about it.
Synopsis:
GE wanted to talk about their new medical technology that uses acoustic sound waves to heal the human body. GE also desires breakthrough media solutions. The challenge was how to bring those elements together to make something that’s relevant and compelling to a wide audience. The answer was as innovative as the technology.
Execution:
We did what no other brand has done before: create a number 1 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.