Launching the GE Money brand in Ireland required a special solution to a unique communications challenge. In a cluttered market DMA delivered a communications solution which included TV, Radio, Press and online advertising.

The result was an immediate increase in unprompted awareness for the new brand and a 70% increase in sales of the lead product associated with the launch. In terms of recognition the 360 Degree campaign deployed won several IDMA awards and was given the global GE Money Presidents award for Advertising and Marketing 2 years in a row (2006 and 2007).

Launching the GE Money brand in Ireland was a significant endeavour and one of the most important elements was a high profile TV advertisement which DMA devised. The core theme was “Rehearsing for a Loan” and the creative execution embodied the fact that with GE Money you just don’t have to any more.

One of a series of three stings which delivered a short, sharp selling message for GE Money as part of their sponsorship of Operation Transformation on RTE television. These stings not only worked, but for GE they were… right on the money. The informality of the central idea directly addresses the lifestyle of the target audience.