TBWA\KL powers GE campaign

General Electric (GE) has launched the ASEAN version of its thematic global ‘GE Works' campaign from June until December 2013.The campaign, executed by TBWA\Kuala Lumpur, comprises a series of print ads appearing in major dailies in Malaysia and Indonesia, and outdoor advertising in Myanmar.The campaign focuses on bringing to life the partnership stories between GE and the various business partners the company works with within the region and highlights the scale and scope of GE's offerings, ranging from efficient power solutions, portable handheld ultrasound devices to advanced flight navigation systems and jet engines.TBWA\Kuala Lumpur won the GE business earlier this year following successful collaborations with the GE brand in China and Vietnam."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," said Shaun Tay (pictured), general manager of TBWA\Kuala Lumpur.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."The campaign will also expand to cover additional channels such as TV and digital at a later date.