GE is one of the world’s most well-known and respected industrial organizations. The company wanted to demonstrate its belief that promoting innovation is one of the most effective ways to address some of the world’s toughest challenges.
GE knew that aligning its brand to visionary thinking would dovetail with its own ambitions to inspire its customers to create a better world.
Additionally, GE also wanted to boost its profile with policymakers and business decision-makers, so came to CNBC Catalyst for a solution and access to the often hard-to-reach C-Suite.
GE decided to sponsor the programme, Changemakers; a television series on CNBC that profiles people whose innovations are changing the world. The content partnership perfectly aligned with the objectives of the brand.
The 6 x 2.5’ television series met inspirational innovators with passion and one big idea. We profiled people in Japan, the UK, Brazil, India, and Pakistan working on projects as diverse as building an all-terrain wheelchair, to using bugs to replace pesticides.
Changemakers aired across CNBC’s global network in Asia, Europe and the US at around 1900. We chose the prime time slot in order to garner the widest audience reach possible.
ACTIVATING A DIALOGUE BETWEEN AUDIENCE AND BRAND
GE’s sponsorship of Changemakers included sponsorship idents which wrapped around each episode as well as a sponsorship message on series promos that aired throughout the broadcast day. This activity was further amplified by strategically aligning GE’s television commercials in adjacent ad breaks to maximise awareness and messaging of the brand.
The sponsorship transformed the perception of GE among business leaders. GE is now working with Catalyst on other projects with the goal of bolstering its corporate reputation among the global C-Suite.
The campaign was very successful reaching over 4.6million elite CNBC viewers.