GE Appliances

Wendy Brown - Manager, Consumer Digital & Social Media
Andy Goldberg - GE Corportate Creative Director, Global Advt. & Experiential
Ed Martin - CMO
Tim Matis - Director, Advt.

BBDO New York *Lead Agency

Juliana Cobb - EVP, Executive Creative Director
Dennis Lim - EVP, Executive Creative Director
Dimas Adiwiyoto - Acct. Director
Cathy Israelevitz - EVP, Sr. Acct. Director
Catherine Mevs - Sr. Planner
Scott Rodgers - Sr. Creative Director, Digital

OMD

Combating low awareness and stiff competition, GE Appliances needed to convince Practitioners (those seeking perfectly clean clothes) we could meet their high standards. Research showed Practitioners let potential staining hold them back from some messy fun. That's why we developed a multichannel campaign, inspired by famously exciting, stain-filled events, promoting the message that with a GE washer, Practitioners can Play Big and Clean Simple. It worked! Premium top-load laundry sales grew 26%, online engagement reached a new high and brand commitment (an indicator of future sales) grew over 10%.