GE needed a way to introduce it's first hybrid-electric water heater, the GeoSpring™. How do you sell a product that combines a heat pump with traditional electric heating elements to a price-sensitive audience when the initial cost is four times as much as a traditional water heater? You do the math.
Instead of supporting the idea with traditional banners, we partnered with Hulu to buy out shows in key markets. We adapted the pre-existing "snow monkey" spot for a series of mini-spots to reiterate the benefits of a hybrid-electric water heater, but this time let the Snow Monkey's themselves make the case.
We supported the Hulu units with radio, where we used an interpreter in place of subtitles.