Sweeney Creative. Track record of advertising with GE Cell Phones. Since 1987
Challenge:
Introduce the GE Cell Phone in the U. S., six months
after Panasonic, the market leader.
Solution:
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1.The GE Cell Phone was Introduced in the USA six months after Panasonic.
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2.The brand strategy was to showcase GE’s reputation of superior RELIABILITY in a unique and memorable way. GE ‘s ‘We bring good things to life” theme allowed for believable product demonstration of reliability.
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3.Using well known successful business and sports (Ted Turner, Mahre Brother, Olympic Skiers, ) using the cell phone to conduct business in harsh environments captured the viewers attention in a memorable way.
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4.The GE product became successful within months and quickly surpassed Panasonic as the market leader.
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5.Because of the Unique Brand Intro strategy and Unique Creative production very little media dollars were spent.
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6.
Energizing Brands
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