‘GE works’ touches down in Southeast Asia

GEGeneral Electric has launched a Southeast Asian version of the global brand platform ‘GE Works’.

The campaign will run in print in Malaysia and India, and outdoor in Myanmar, and the idea is to showcase GE’s partnerships with businesses around the region.

The agency behind the campaign was TBWA, which won the business earlier this year, building on existing relationships in China and Vietnam.

Jason Hill, GE’s director of advertising, growth markets, said: “TBWA has been a great partner in telling the GE story across ASEAN.”

Our latest creative campaign demonstrates how GE works with our customers in Indonesia and Malaysia specifically on big, important themes such a powering and moving the countries,” he said.

Shaun Tay, GM of TBWA\Kuala Lumpur, said: “Since our appointment, we’ve been working closely with GE’s international marketing team in New York and their corporate communications teams in Malaysia and Indonesia to fine-tune the various brand stories we want to tell.”

“It’s been a fantastic learning experience so far and we believe our audience will also be amazed at the depth of GE’s involvement within ASEA,” said Tay.

A TV and digital component will run at a later date.


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