The campaign, created by AMV BBDO, features GE UK employees and focuses on the manufacturer’s contribution to the UK through its healthcare, transportation and manufacturing businesses. It has kicked off with ads running across print titles such as the Financial Times and the Guardian.
It will also upload video clips on YouTube and its website of employees talking about the impact their work has on them as well as those around them.
GE says it will roll out London 2012-related promotions later in the year.
Mark Maguire, brand and communications director at GE UK, says the brand’s sponsorship of the Olympics was the “catalyst” behind its first-ever UK ad campaign.
He added: “We wanted to start to tell the story behind what we do. We work in areas such as energy and finance, which are all important parts of the UK infrastructure.”
The brand will launch a campaign around the London sporting event around its “healthcare expertise”. Maguire added: ‘It’s going to be a great opportunity for us. We want to showcase the way we help in the performance of athletes.”
GE in the UK is not typically a consumer brand, so many would not necessarily realise the significant and deep human impact that our 18,000 our employees have on the UK each and every day and the pride and passion in which they go about this work.”
He added that the brand’s campaign was designed to “demonstrate the important contribution GE makes to help the UK work in key areas”.