GE asks Australians to share what matters to them most in new ‘Two words for tomorrow’ campaign via The One Centre, Sydney

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Screen shot 2012-03-12 at 1.08.40 PM.jpgGE, via The One Centre, Sydney, will this week launch an extension of its successful ‘Two Words’ advertising campaign with a multi-channel program that aims to engage everyday Australians on what they think are the biggest challenges facing Australia’s future.

 

Using a mix of online and experiential activities, Australians will be invited to contribute two words at a polling installation in major cities or online that describe the single biggest challenge that they think faces Australia today.

Screen shot 2012-03-12 at 1.08.25 PM.jpgThe national tour will involve a four meter high, two meter wide installation made up of 64 LED light tiles that will form a ‘word waterfall’ as the public enter their two words online or at one of six iPad polling stations on-site. The word waterfall will form ‘streams of consciousness’ as thousands of submissions from all over the country present live on-screen. The waterfall will change and grow as the number of entries increases, converging to form themes through colour, light, movement and flow that represent Australia’s collective voice.

The campaign, titled ‘Two Words for Tomorrow’, will launch in Melbourne this week before touring Perth, Brisbane and Sydney.

 

The installation will be live for two days in St Paul’s Court, Federation Square in Melbourne this Thursday 15 and Friday 16 March, and will then tour central locations in Perth, Brisbane and Sydney over April and May. Entries will be open to the entire country at twowordsfortomorrow.com.au, where live national results will be available that segment the top words entered by location, age and gender.

Screen shot 2012-03-12 at 1.08.17 PM.jpgGE will use the campaign to engage in conversation with the Australian public and also use the results to feed into the company’s long term business planning. 

 

“We want to spark a discussion among the Australian public to understand what the big challenges are to them,” said Emma Rugge-Price, VP Branding & Communications at GE Australia & New Zealand.

“GE wants to work on the things that matter most to Australia, and we want to get a real sense of what they are from the perspective of individual people.  We’ll build the key themes into our business planning, and invest in solutions and resources to build a better Australia for everybody.”

‘Two Words for Tomorrow’ builds on the success of the 2011 ‘Two Letters’ advertising campaign, which was aimed at demonstrating the scope of the business in Australia and communicating GE’s core business strategy, which is to solve Australia’s biggest challenges through innovation. Six months into the campaign, research found that Australian executives were more likely to ‘strongly’ view GE as an ‘influential’ and ‘innovative company’ producing products that are ‘improving the quality of life’ of Australians.

Screen shot 2012-03-12 at 1.15.45 PM.jpg“We’ve already shown how the two letters G & E can make a difference, and now we’re asking what two words make the biggest difference to Australians. Our pilot study showed that most respondents gave genuine responses with topics such as the economy, the environment, politics and healthcare ranking among the top challenges that’s keeping people awake at night,” said Rugge-Price.

 

The campaign will include online advertising as well as a dedicated Facebook app and widget.

 

To enter your Two Words for Tomorrow from 15 March, visit twowordsfortomorrow.com.au or the GE Facebook page.

Project Credits:

FIELD.io (UK):  Digital Art Installation

Fourth Wall Events:  Installation Build and Activation

Future Buro: Website, M-Site, Polling app, Facebook app, social media seeding Widget

hellofuture.tv: Producing, Video Content inc. online promotional film, Vox Pops, Installation Teaser

Loyalty Live:  Poll Design, Analysis and Reporting of data in Top 10 Themes

M2M Media – Online, Onsite and Social Media

n2n Communications – PR

@radical.media:  Production of online promotional film

Sophie Hart Styling:  Installation ambassador outfits

Moffitt.Moffitt.: Creative Direction, Concept Development, Identity Design, Installation Design, Photography

The One Centre: Strategy, Concept Creation, Executive Creative Direction, Executive Producing.