The One Centre creates digital ‘stream of consciousness’ for GE

The One Centre, a brand agency that was revived after falling victim to the global downturn three years ago, has launched a digital campaign for GE.

The idea is to ask Australians the two words that matter most to them when thinking about the future, and create a digital “stream of consciousness”.

These words will be collected on GE’s website, through social media, a Facebook app and at ‘polling installations’ in Melbourne, Sydney, Perth and Brisbane.

Themes will be pieced together from these words and broadcast live online and through the digital installations, which will feature a ‘Two Words Waterfall’ on large LED screens.

The themes will be categorised by data analysts to “provide an understanding of the Top 10 challenges that Australians believe are facing the nation,” according to a press release.

“The marketing activity is part of the focus by the company to broaden the awareness of GE in Australia as a high tech infrastructure provider, and demonstrate its commitment to the Australian people,” the release continued.

The One Centre’s initiative for GE comes nine months after the conglomerate launched its first national campaign in Australia with the ‘Two letters’ campaign.

The One Centre closed in May 2009, a decade after launching. But the company run by CEO John Ford re-opened in September the following year.

Campaign credits: (UK):  Digital Art Installation
Fourth Wall Events:  Installation Build and Activation
Future Buro: Website, M-Site, Polling app, Facebook app, social media seeding Widget Video Content inc.  online  promotional  film,  Vox  Pops,  Installation  Teaser,
Project Producing.
Loyalty Live:  Poll Design, Analysis and Reporting of data in Top 10 Themes
M2M Media – Online, Onsite and Social Media
n2n Communications – PR  Production of online promotional film
Sophie Hart Styling:  Installation ambassador outfits
Moffitt.Moffitt.: Creative Direction, Concept Development, Identity  Design,  Installation
Design, Photography
The One Centre:  Strategy,  Concept  Creation,  Executive  Creative  Direction,  Executive


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