We developed the strategy, tagline, and complete marketing campaign that GE used to introduce their new line of SmartHome products. The insights that helped us create the tagline, helped fuel an inspired campaign featuring John Slattery.

How do you bring one of the largest companies in the world into a brand new category? When GE Lighting decided to make its entrance into the SmartHome category they were relatively unknown in the space. Other brands had successfully carved up the market share and provided a range of products to consumers. What could a lightbulb company offer that they couldn't?

We called the campaign “C-ing Is Believing”.

Our initial consumer research found immediately that there was a lot of confusion in the space. Not only did consumers not really understand the idea of a SmartHome, many who didn’t have this technology were somewhat offended by the idea that their home wasn’t smart. We not only needed to show them the value of SmartHome products, we needed to show them why the ones created by GE Lighting were superior to the rest.

We created a series of delightfully creative spots were produced featuring John Slattery. Relatable, humorous, and designed to highlight the imagination of the products created by GE. Included in this campaign was the development of the tagline “C’ing is Believing” and a wide range of dynamic social assets that helped drive great awareness for their smart home products.