TVC x GE

An epic behaviour change campaign that went beyond borders and crossed cultures.

StepAhead

Challenge

Contemporise GE’s long-running global wellbeing program, HealthAhead, engage employees digitally and inspire employees and family members to make lifestyle changes

Intelligent Solution

We decided on a campaign that was rooted in community spirit, using partnership and social connection to create a fun challenge that was simple and accessible for all.

We rolled out StepAhead, a global call to get active which saw employees take part in a two-week, team-based global step challenge, delivered through an app.

Our activation plan for StepAhead worked across multiple platforms, including a website takeover of ge-healthahead.com, digital ads across existing platforms (Facebook and Yammer), and eye-catching promotional materials throughout offices. A multi-language clickable toolkit and cache of content released when participants hit key milestones helped keep people inspired and stepping.

Outcomes                                    

App downloads: During the promotion of the challenge, enrolment on the new HealthAhed app doubled from 7,000 to nearly 15,000 unique users. Traffic to the ge-healthahead.com website also increased, with 15,150 visitors on HealthAhead Day alone, and more than 185,000 during 2017.

Nearly 7,000 employees from 58 countries took part in the two-week challenge.

The campaign was shortlisted for a PR Week Global Award in the employee communications category.

Manage Cookie Preferences