GENERAL INSTRUMENT CAMPAIGN

Creative Center: Phoenix

Branch: San Diego

CHALLENGE: We needed to prove to General Instrument that we could develop an effective, high tech interim campaign that would attract engineers, and would be more effective than their current campaign. At the same time, we had to show General Instrument that we could effectively use the phrase "next level" in each of the ads. Why this phrase? General Instrument wanted it to serve as a teaser to the audience, giving candidates an indication of something big to come. That significant something is that General Instrument was about to merge with another organization, making them virtually unbeatable in their industry. However, we were not permitted to state this in any of the ads. This presented an even greater challenge than previously thought. Our goal was to produce a high tech and somewhat anonymous interim campaign that would serve as a smooth transition to a more significant, full and identifiable campaign that mirrors the interim campaign’s theme.   SOLUTION: We developed an effective, high tech interim campaign that attracts engineers. This campaign complements an engineer’s sense of imagination as each ad included a thought provoking visual. We approached this project as "cleaning house" and eliminated the clutter associated with General Instrument’s current campaign. The ads were clean, with plenty of white space, very limited job specs, and their website clearly displayed in each ad. Each ad closed with the phrase "now that’s the next level." The campaign served as a smooth transition to a more significant campaign.