Clems Sydney launches GE coding challenge globally

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After a 2015 campaign “across Australia and New Zealand” – described by Clemenger BBDO Sydney as “hugely successful” (but to be fair, it made little impact on this side of the Tasman) – GE and Clemenger Sydney say they have taken their Tweeting Machines campaign global. 

Designed to demonstrate the power of the Industrial Internet, the campaign sees all of GE’s smartest machines present in Rio taking to Twitter in their mother tongue (binary).

“GE Geeks Go for Gold is much more than a product demonstration of the Internet of Things,” says Sydney-based GE Australasia brand & comms VP Emma Rugge-Price.

“Hidden in the machines’ Twitter conversations is a coding challenge aimed squarely at the world’s best software engineers and data scientists.

“Anyone who thinks they have what it takes can register at – the first to the finish line will win US$10,000 and a trip to GE’s Minds & Machines conference in San Francisco this November.

“GE is a digital industrial company and this campaign is a very tangible demonstration of that,” she said. “It showcases the Industrial Internet in a way that’s really compelling for our audience and it’s great to see our global markets get behind the challenge.”

Clemenger BBDO Sydney MD Emily Perrett said: “We’re incredibly excited to be rolling this campaign out on a global scale. It’s a brilliant way for GE to show off their technical nous, and start a conversation with some of the world’s brightest software engineers and data scientists.”

The agency’s ECD, Paul Nagy, said: “Last time, the challenge took around three weeks to solve. We’re on Day 6, and we’ve had over 40,000 visits to the site – 260 are already through to the final stage. Shouldn’t be too long till some beautiful mind cracks the winner’s podium.”

The campaign is being supported in a range of media across Australia, Canada, New Zealand, the US, Germany, France, the UK, Hungary, Turkey, the Middle East, and of course, Brazil.


Client: GE
Director, Global Media and Marketing Strategy: Jenna Pelkey
Brand & Communications AUS & NZ: Emma Rugge-Price
Marketing Communications Manager: Gabby Hunt
Agency: Clemenger BBDO Sydney
Executive Creative Director: Paul Nagy
Creative Directors: Luke Hawkins / Ben Smith
Head of Copy: Chris Pearce
Senior Art Director: Dave Lidster
Senior Designer: Daniel Mortensen
Managing Director: Emily Perrett
Account Manager: Thomas McManus
PR & Social Media Manager: Samantha Rogers
Senior Digital Producer: Claire Bisset
Digital Producer: Gemma Aldrich
Digital Design Lead: Ivan So
Digital Designer: Sebastian Perez de Arce
Production Company: Media Monks

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