The GE Pumpstation Appliance campaign needed to address water treatment concerns with the benefits of an out-of-box, cost-effective solution. To create a campaign the audience could relate to, we developed a spokes character named Walter, who appeared in different scenarios addressing those concerns and benefits.

The campaign consisted of a direct mail series leading up to a technology conference debuting the GE Pumpstation Appliance product. Each direct mail piece directed consumers to the product's landing page to learn more about product benefits and the upcoming tradeshow conference. We then continued the campaign's momentum with signage around the conference hall.