Like many countries experiencing rapid growth, Pakistan is dealing with a severe energy shortage.
In “Partnering for Power in Pakistan”—part of GE’s branded content video series “The Future of Energy,” in collaboration with WarnerMedia’s Courageous Studios—host Mikey Kay visits Lahore, Pakistan, where rolling power outages lasting for up to 18 hours a day are not uncommon. We witness how experts around the world come together to ease the national energy crisis, and provide solutions at scale.
Instead of approaching this story from a macro point of view, the video is told from a human perspective, that of local tailor Khalid Butt, who, due to the power outages, is sometimes forced to work 24 hours straight to complete customer orders. Through a “model of global collaboration”, GE engineers, Chinese experts and Pakistani operators partnered to generate enough electricity to power 7.3 million Pakistani homes and businesses. The clip also reminds us that stable electricity is securing a brighter future for millions of people.
GE provides the necessary technology in the form of “the world’s most efficient HA gas turbines”— the world's largest, most efficient heavy-duty gas turbines, according to the company—housed in three power plants in the Pakistani countryside.
Kay also journeys to Beijing to consult Chinese infrastructure experts, who have a track record for developing at speed.
“Over the years, China has emerged as a powerhouse of rapid infrastructure development,” Kay explains in the video. Therefore, “countries and businesses seeking to mirror those rapid developments are turning to Chinese building expertise.”
Launched in 2018, “The Future of Energy” series follows Kay, a retired British military vet, as he travels to far-reaching locales such as Ethiopia and the Persian Gulf region, as well as Pakistan and China. With this branded content series, Butt’s story, and many others like it, have reached viewers in 175 different countries through global distribution on CNN television and social and digital platforms. But the series’ success would not have been possible without a highly targeted social media distribution as well. Eighty-nine percent of respondents on Facebook viewed “The Future of Energy” favorably, and the series itself resulted in an 82 percent campaign recall and 78 percent uplift in GE Brand Familiarity.