GE CAPITAL
m ss ng p eces created and produced the first digital campaign for GE Capital. By showcasing GE Capital’s relationships with Taylor Guitars, Polaris and JetBlue, the campaign humanized GE Capital by breaking down the sales of those companies into human experiences.

Banner creative extended the campaigns message by translating finance “lingo” with a playful twist. The campaign was a major success, building brand equity and awareness for GE Capital and shattering the campaign’s benchmarks.
Published on: 
2010
Advertising
  • GE CAPITAL


  • GE CAPITAL

    GE came to us with a challenge. They wanted to distinguish GE Capital from other big Wall Street firms. We felt that the best way to achieve this goal was to show the productive role that GE plays in supporting communities, to show that they were in the business of growing real businesses and making real people’s dreams come true. 

    With this in mind, m ss ng p eces created and produced the first digital campaign for GE Capital. By showcasing GE Capital’s relationships with Taylor Guitars, Polaris and JetBlue, we humanized GE Capital and took traditionally cold hard business metrics and turned them into real human stories.

    The campaign focused on small to medium size businesses who were in the market for GE’s specifically tailored brand of financial support. In order to bridge the cultural gap between Main Street and Wall Street we produced videos that containes a ‘tickertape’ that took the number guitars sold or airplanes financed and put them in the context of the human stories that GE’s involvement made possible. The result was a  digital campaign that captured the “Main street not Wall street” spirit by connecting with people where they lived and letting them see GE in a new way. 

    The banner creative expanded on the playfulness of the corporate lingo by creating a call to action: “What happens when GE Capital finances your business?”. We provided clever answers for particular clients like Taylor Guitars: “More volume for you, More volume for them... Turn it up!”

    The campaign provoked an incredible response. We achieved remarkably high click-through rates on major business platforms. From Bloomberg to Huffington Post, the Daily Beast to Fox News, we built brand equity and awareness for GE Capital by shattering the campaign’s benchmarks with over 300 million impressions and a double industry-average CTR across multiple news and finance sites. (4.94% on the videos alone) 

    m ss ng p eces proved that by telling real stories of hope and success you can humanize a financial brand in a post 2008 world and increase positive awareness across the board.