Background
Over the years, GE Appliances has built impeccable brand recognition and a reputation for high-quality products. In fact, their appliances are found in 50% of homes in the United States!1
In 2019, GEA’s Air and Water Solutions division announced a $60 million investment in the water heater space, completely reimagining an old refrigerator plant in Camden, South Carolina and transforming it into a Manufacturing Center of Excellence for their new RealMAX™ line of atmospheric water heaters.
The Challenge
Even though GE Appliances’ eminence is well-established, other manufacturers enjoyed a head start in the water heater space.
We were challenged to craft a story around RealMAX’s reasons to believe — higher-temperature burners, industry-leading warranties, and a full portfolio of water heaters to name a few.
Our Approach
In collaborating with GEA, we decided to create an anthemic video anchored on another big selling point — the RealMAX line is manufactured in the U.S.A.
We set the scene with images of Camden and a voiced script connecting small town ideals — honest people doing an honest day’s work — to RealMAX’s authentic features — warranties that stand behind the quality and Real Capacity, which means (unlike many competitive units) this 50 gallon water heater actually holds 50 gallons.
Finally, we paired the video with simple animations to reinforce features and a custom music score to really help the story come to life.
Reach out if you’re looking for an impactful video for your market activation!
1 https://pressroom.geappliances.com/news/ge-appliances-releases-2020-economic-impact-report
