Company

More than 300,000 employees in over 100 countries. Germany is one of them – and with around 70 locations it is one of the core regions for the global technology, service and finance company GE. GE Germany is committed to energy, health, transport and financial services. When it comes to future fields of enterprise like innovative medical solutions, regenerative energy harvesting or efficient aviation and transport solutions, GE Germany plays a key role in the ongoing innovation process of the GE company.

 

Task

"We are the GE in GErmany" is the slogan of the new advertising campaign. GE has enjoyed 100 years of success in Germany and will continue to shape the future here with its German development partners. And this is exactly what the company wanted to communicate at North Rhine-Westphalia’s most important hub: Düsseldorf Airport. With a high proportion of business travellers GE wants to make the most of this touch point, in order to increase the awareness of the brand and to be perceived as an efficient, innovative company in Germany. For this purpose they chose to specifically appeal to the business target group – with as few dispersion losses as possible.

 

Solution

11,143 m² of advertising space are available at Düsseldorf Airport. To ensure that the relevant target group is reached, GE decided on advertising media at different, selected locations. For the new campaign, large-format, backlit media like stretch fabrics and Colorama light boxes are being used. These are located in highly frequented areas and with sizes of up to 12 x 6 metres they attract the attention of passengers and Düsseldorf Airport visitors. The cross-media concept enables GE to display campaign images in a targeted and appropriate way. Ideal for not only generating a high number of contacts, but also for exclusively appealing to target groups at unique locations.