GE has resurrected sci-fi movie sensations to promote the power of its ‘Brilliant machines’. Jessica McGreal reports
Across the pond, General Electric (GE) has brushed the cobwebs from Agent Smith’s iconic suit, and repurposed the Matrix movie’s arch-nemesis as an ‘agent of good’.
The ‘Brilliant machines’ campaign aims to reinforce the brand’s ability to unite big iron (the large pieces of hardware it works with) with big data to increase efficiency, and ultimately ‘transform the way we work’. Andy Goldberg, creative director at GE, explained: “Not only do we make the turbine and the locomotives and the jet engines, we also make the software that analyses the data coming in and out of them. That’s when the machines go from being machines to brilliant machines.”
The American campaign is aimed at business decision makers and tech influencers, it isn’t designed to solve an overarching problem, but to promote GE’s growing power.
Developing the project with BBDO New York, its creative agency for an astounding 93 years, the campaign initially launched in November 2012 with a 30-second TV slot featuring KITT from Knight Rider. Previously, the brand has also resurrected fictional sensations, including Star Trek’s Commander Data.
Plugging the airwaves
The latest film, GE healthcare, was launched in mid-April and showcases GE’s AgileTrac patient tracking solution. In this instance, the firm plugged the television airwaves with the Agent Smith ad, in what GE coined an ‘eternally brilliant week’.
Influenced by the sinister and sci-fi, the healthcare ad was shot in Florida’s Aventura Hospital and directed by Pineapple Express’ David Gordon Green. Featuring Hugo Weaving, who once again dons Agent Smith’s black suit, shades and earpiece; the film depicts data’s journey as the machines begin to talk to each other to create real-time information. The agent, a renowned symbol of data, appears jealous of the new technology, promoting GE’s ability to ‘change the way we work’.
‘Brilliant machines’ demonstrates how the tracking solution connects the right people to the right patients and equipment, increasing efficiency. Agent Smith notes: “Now a waiting room is just a room.” The thought-provoking message hangs in the air, reinforcing the real benefits of GE technology as an ‘agent of good’.
Additionally, GE’s social team has propelled the campaign further. To complement TV, the tech brand released ‘sawdust’, (teasers and tasters of the technology at work), across its popular social platforms, which reach out to Instagram and Tumblr. The American brand actively replies to user comments and continually posts relevant, informative and, most importantly, entertaining content.
For example, A Day in the Life, documentary video records the technology’s everyday functionality and impact in Aventura hospital. The video captures various voices of the hospital staff working with the equipment.
A bold move
Despite its complex nature, the campaign has not suffered any major problems. However, critics have named the recent activity a ‘bold move’ for a ‘conservative’ brand. Goldberg rejects this claim: “It’s not a bold move, it’s a smart move.”
It’s fair to say GE was nervous positioning Agent Smith in the film – (the question remains: is he good or is he evil?) – but by leveraging the famous character, it could tell a greater story. After all, the campaign is not about Agent Smith or the Matrix, it’s about a system in a hospital that Smith, the epitome of data, is now envious of.
Undoubtedly, the campaign is different and the boldness allows ‘Brilliant machines’ to hit a chord and appeal to the masses.
Big data
GE believes the campaign is impacting its sales force but due to the early stages of the healthcare campaign there is not yet any quantifiable data. However, the video has already reached one million hits on YouTube. The content has obtained a like to dislike ratio of 46:1; which GE is keen to compare to PSY’s ‘Gangnam Style’ with a ratio of 10:1. Other results include a 68 per cent reduction in waiting times since its product was implemented in Aventura Hospital.
GE is looking to expand the campaign by tapping into other areas of the business, to tell new stories of brilliant machines at work. I’m sure we’ll all be on the lookout for GE’s new 30-second manifestation.