BtoB's Best: Integrated Campaign (>$200,000): General Electric Co.

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Agency: BBDO, New York Campaign: “Brilliant Machines” Launch date: April 2013 Why we liked it: The star of this integrated campaign is actor Hugo Weaving, who reprises his role as the ubiquitous Agent Smith from the “Matrix” movie franchise. In one smartly produced TV spot, Smith and his clones move about a hospital equipped with General Electric Co.'s technology to underscore the innovative nature of the company's Internet-enabled healthcare offerings. The GE machines and their advanced software, notes Agent Smith in his raspy narration, work seamlessly with data to improve patient care and reduce waiting times. Agent Smith can't help but be impressed. Other elements of the campaign include social media, online advertising, additional TV spots and direct marketing, and the entire integrated package adds up to a stroke of brilliance.
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