GE Lighting

An illuminating show for GE Lighting

For the Light + Building exhibition in 2014, we worked closely with GE Lighting to create a content led campaign, with video at its core, to promote the brand across the EMEA region.

With over 2,100 exhibitors from 50 countries and 183,000 visitors, Light + Building is a major event for the lighting industry. CIB delivered an integrated, EMEA-wide digital campaign using GE Lighting’s presence at Light + Building as a platform to create dynamic, valuable content that extended interest beyond just those attending the exhibition.

Utilising CIB's video production and PR teams, GE Lighting’s own website, YouTube, Facebook, Google+ and Twitter account were kept up to date with a regular stream of posts. A daily news bulletin was sent to journalists across Europe and content was developed to demonstrate new products to employees across the world.

Working to a demanding schedule across the six days, the team filmed over 60 videos on the GE stand and edited and uploaded 27 on site, to create valuable content with a sense of immediacy.

There were over 1800 views of the videos on YouTube during that week – rising to just under 6,000 following the show. Visitors to the stand commented on the ‘live’ reports from GE on Twitter and Facebook, with many saying they had come along to the stand after seeing coverage online. The videos were also picked up by online media as far afield as Australia. There was an 890% uplift in the news section page views on the GE Lighting website during the show - contributing to a 7% increase in total page views across the whole EMEA website.

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