GE kicks off integrated 'Healthymagination' effort

GE launched an integrated campaign to promote its role in the healthcare industry on February 12.

The $80 million effort, called “Healthymagination,” highlights GE's medical devices, such as its interventional x-ray and mammography technologies.

The campaign includes a microsite, online video, display ads, an iPhone app, a blog and TV ads. The television and digital components were created by Omnicom Group's BBDO New York. Brooklyn-based digital agency Big Spaceship also worked on its digital elements.

The campaign site www.healthymagination.com features a series of health-themed videos with content ranging from “How to lose weight” to “How to build your own MRI machine.” GE's general site, YouTube and Howcast, a how-to Web video site, will also host the videos.

GE also launched an iPhone app called “Morsel” that gives daily health tips. Users can also view the Howcast videos on the application.