GE Capital, the mothership for brands such as GE Money, Gem Visa, Custom Fleet, Equipment Finance, Pacific Premium Funding and Distribution Finance, reportedly had a changing of the marketing guard late last year and, after a brief dalliance with Y&R, moved in permanently with Shine. And the pair have launched the first major piece of work after that relationship was cemented.
http://www.youtube.com/watch?v=soC5QODMbo4
The campaign for GE Money’s personal loan products focuses on one word—’really’—and features a main 30 second brand ad featuring a range of situations where a bit of extra cash borrowed at exorbitant interest rates might come in handy, as well as three separate 15 second spots (those rates are fairly well-hidden on the GE Money website and the only one we could find without applying was the car loan that’s charged at 15 percent per annum).
There is also a DM component, which will be launching in a couple of weeks, and there have been some small changes made to the website.
http://www.youtube.com/watch?v=YfNlL2V5Rsk
http://www.youtube.com/watch?v=UHjLF4bLja8
http://www.youtube.com/watch?v=0Oml0wdRPck
Credits:
Agency – Shine
Client – GE Money
Marketing Manager – Andrew Graham
Executive Creative Director – Lucien Law
Creative Directors – Martin Brown & Murray Watt
Director - Josh Frizzell -8com
Executive Producer - Katie Millington - 8com
Agency Producer – Michelle Jensen
Account Director – Annabelle Pitkin