GE Industrial Solutions, Plainville

Client Name

GE Industrial Solutions

Year

2004

Scope Of Work

A New Product Introduction for the Ages

Opportunity

As electric vehicles (EV) began gaining momentum, GE recognized a significant market opportunity to position itself as an innovator in sustainable infrastructure. However, widespread adoption of EVs faced hurdles such as limited charging infrastructure, range anxiety, and the lack of attractive, consumer-friendly charging stations.

Strategy

GE aimed to leverage its technological leadership, brand power, and innovative product design to make EV charging solutions appealing, accessible, and widely adopted. The strategic approach was multi-faceted, involving compelling design partnerships, high-profile advertising, extensive public relations activities, targeted media outreach, and impactful digital strategies.

Solutions

1. Innovative Product Design:
GE collaborated with renowned industrial designer Yves Béhar to create the WattStation, a visually appealing, user-friendly EV charger designed to reduce consumer hesitancy and position GE as a leader in EV infrastructure.

2. High-Profile Marketing Campaign:
GE produced and aired a Super Bowl commercial during Super Bowl XLVI, showcasing their innovations—including the WattStation—to a massive, mainstream audience.

3. Public Relations and Industry Engagement:

GE showcased the WattStation at major industry trade shows (CES, Detroit Auto Show, DistribuTECH) and hosted the GE EV Experience Tour (New York, San Francisco, Los Angeles, Washington D.C., Seattle, San Diego) providing direct interactions with consumers, stakeholders, and industry professionals.
Strategic partnerships with companies like Hertz demonstrated practical applications and reinforced the WattStation’s reliability and appeal.

4. Media Relations and Earned Coverage:

Targeted outreach resulted in significant media coverage in major outlets including The New York Times, The Wall Street Journal, Fox News, Forbes, Bloomberg and WIRED, enhancing credibility and awareness among diverse audiences.
Electrical Contractor Magazine highlighted the WattStation as a “NECA Showstopper,” affirming its industry significance.

Results

GE’s integrated marketing and public relations strategy achieved substantial results:

Created so much unprecedented demand for the GE WattStation Electric Vehicle Charging Station product and sales managers could not keep up with orders. With multi-disciplinary public relations initiatives including VIP events, and media relations (B2B, B2C) that resulted in 2 billion favorable impressions from Tier 1 outlets such as The Wall Street Journal, The New York Times, WIRED, Bloomberg and Fox News. Won two Communicator Awards for media relations (innovative press kit) and executive communications (speechwriting for CEO).
Generated over 2 billion positive impressions from earned B2C and B2B media
Won International Communicator Awards for most innovative press kit, best executive speech and marketing effectiveness.
Recognized by the Public Relations Society of America (PRSA) for an outstanding media relations campaign for the GE EV WattStation.
Elevated GE’s brand reputation as a leader in EV charging infrastructure.
Significant media exposure from major news and industry publications, generating strong visibility and brand credibility.
Successfully introduced an aesthetically pleasing, user-friendly charging solution, which significantly reduced consumer anxiety about EV adoption.
Established strong partnerships and engagement with key stakeholders and industry influencers, solidifying GE’s position within the emerging EV market.
Created consumer-friendly digital and retail platforms, driving accessibility and adoption.

Overall, GE’s strategic marketing and PR campaign around the WattStation not only boosted the product’s success but also significantly contributed to broader public acceptance and awareness of electric vehicles.