GE Campaign Unearths Australia’s Best Coder

GE Campaign Unearths Australia’s Best Coder
SHARE
THIS



GE’s recent brand campaign showcased the connectivity of machines and the significance of the ‘industrial internet’ in a way that has never been done before – with machines Tweeting in a language mutually shared across machines and software engineers – binary code.

Within these Tweets was a hidden challenge testing the best coders in Australia and revealing just one brilliant winner.

The campaign was devised by Clemenger BBDO Sydney with social media and PR from Edelman Australia, and paid media by MEC.

Joanne Woo, director of communications and corporate affairs for GE Australia & New Zealand, said: “Since Thomas Edison invented the lightbulb, innovation has been in the lifeblood for GE. Over the past 130 years we keep evolving and reinventing ourselves. This campaign helped position GE at the forefront of what will define innovation for the next 50 years – the Industrial Internet.

“Its novel approach and testing challenge showed that machines are ‘talking’ all around us, and behind every machine sits software equally impressive – software that connects, minds, machines and data.”

Paul Nagy, executive creative director Clemenger BBDO Sydney, commented: “At its heart, this is a creative product demonstration of the Industrial Internet that came from a brief about machines that talk to each other – not something you get every day! We were able to tell a love story between a locomotive engine and a wind turbine, plus a light bulb having an emotional crisis. But we wanted more – to build a challenge into the idea that we knew only about 50 people in the country would be able to solve and uncover Australia’s best coder.”

Brendan Forster, head of creative technology Clemenger BBDO Sydney, commented: “For the competition element we wanted to challenge the coding community in a way never done before. We utilised visual cryptography techniques to hide an Easter egg image digitally in the images that featured in our machines’ conversations. In order to decrypt the image and piece it back together the participant needed to write their own algorithm to strip out the hidden code and reassemble to reveal the Easter egg image and a secret URL to visit. First person to find the secret URL wins.”

Over 40,000 people engaged and hundreds tried to crack the code. It took over three weeks and 234 hours and a few clues before one incredible mind eventually did. This very clever and talented person is Andrew Radion, a recent graduate, Civil Engineer and Hydraulic Modeller at GHD.

Andrew Radion is now heading to the GE Minds & Machines Conference in San Francisco – a one of a kind event to bring together the brightest minds from across all industries around the globe to discuss the next phase of the industrial internet.

Latest News

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]

Apostrophe Copywriters Is Landing In Amsterdam
  • Marketing

Apostrophe Copywriters Is Landing In Amsterdam

Apostrophe, Melbourne’s first copywriting collective, is launching a pop-up office in Amsterdam this September with Lauren Brumley, Apostrophe’s Head Strategist, at the helm. Since its inception in 2012, Apostrophe has continued its steady growth trajectory, expanding globally to accommodate clients in cities as diverse as Helsinki, NYC, Los Angeles, Kuwait and the Netherlands. In 2014 […]