GE Appliances Launches New Reimagining Home Campaign
- GE Appliances reinvents itself based on consumers’ views on how appliances should behave in the home
- The kitchen is less utilitarian and more a living space, and GE’s new appliances reflect that trend
- The integrated campaign highlights three new products as part of GE’s $1 billion investment in appliances, which has created 3,000 U.S.-based jobs
LOUISVILLE, Ky. — Aug. 6, 2013 — (NYSE: GE) — If your kitchen could study you, what would it learn? In the new Reimagining Home brand campaign, GE highlights the human truths and insights that inspired GE to reinvent its appliance portfolio—and reimagine the home. The 14-week campaign that began on Aug. 5 is designed to create awareness of GE Appliance’s new products and its focus on helpful innovation through TV commercials, social media channels and other digital assets.
“The national campaign is designed to communicate a key element of our business strategy—one that is obsessed with innovation designed around what the consumer needs,” says Eddie Martin, chief marketing officer for GE Appliances. “The work introduces the brand idea of ‘Reimagining Home’ through the lens of our three new products. “
The new appliances featured in the national TV spot include a new stainless-interior dishwasher with 102 cleaning jets, the French-door refrigerator with hands-free autofill and the gas slide-in range with tri-ring burner.
New interactive site experience
As an extension of the integrated campaign, an interactive website has been created on geappliances.com. Users can explore and learn by clicking on hotspots that are spread throughout the experience. Each clickable hot spot pulls up a cloud of insights, ideas, infographics, demo videos, social streams and lessons to help consumers learn more in the kitchen. “The site offers a rich, digital experience that highlights the great new features in our products and includes content based on social insights around kitchen,” says Wendy Brown, manager of consumer digital and social media for GE Appliances.
The inspiration for Reimagining Home came from countless hours studying consumer insights about appliances – looking to improve the design and functionality of each one. In addition, the campaign incorporates GE’s relentless pursuit of innovation and the consumer’s role in developing more intelligent and intuitive products.
“Through our research, we’ve learned that people really want their kitchen space to be a reflection of their home space,” says Leanne Dugan, GE Appliances’ manager of consumer insight. “They want it to be less a utilitarian center of the home—it’s become more of an extension of their living space.”
Accompanying this finding was the discovery that preferences for the appliances’ role in the kitchen had also changed. “Consumers used to want their appliances to stand out,” says Leanne. “Today, they want them to be less conspicuous. They want the design of appliances to have a more modern, clean look in keeping with the rest of their home.” That input led to a completely redesigned “transitional” appearance for the GE brand of appliances that will be shown in the ads and online.
About GE Appliances
GE Appliances is at the forefront of building innovative, energy-efficient appliances that improve people’s lives. GE Appliances’ products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners, water filtration systems and water heaters. General Electric (NYSE: GE) works on things that matter to build a world that works better. For more information on GE Appliances, visit www.ge.com/appliances.