Happy Friday youze all…as we like to say in NY. It’s beautiful outside with everything blanketed in pristine snow. A fitting beginning for the Winter Olympics. Tonight, on the Olympics the new GE Healthymagination campaign breaks. Knowing it’s from BBDO, I’m sure it will be heartfelt and striking…in its pieces. It will also be a time for G.E. to try and flex some integration muscle.
I’ve seen two print ads already and they are pretty but plainly messaged. Having read about the campaign in the New York Times today and piecing together bits and quotes, I’m going out on a limb here and gonna say “What’s the Idea?
What’s the Idea?
Here’s what we can expect: GE wants to humanize the technology, so no pictures of machines. GE wants to make doctors the heroes. Doc’s are very influential in technology purchases, especially when it comes to those $80,000 procedures. Innovation will be in much of the new campaign; it’s a corporate keystone. Imaging technology will be front and center, as it should be; people understand medical imaging and how it helps them. Consumers will participate because “health spreads contagiously” so expect the people to be posting on Twitter and Faceboook. “Healthymagination is saving billions in healthcare costs.” There will be How-Tos on Howcast, iPhone apps, and, and, and. Lots of ideas, lots of agencies (Big Spaceship has a chunk), lots of content contributors, yet I haven’t heard a powerful brand idea with muscle memory. Healthymagination is a word, not an idea. After seeing the body of work I’ll weigh in again. Peace!