Shine and GE Money launch campaign of few words

  • Advertising
  • April 2, 2013
  • Ben Fahy
Shine and GE Money launch campaign of few words

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.

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.


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

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