CASE STUDY: Green technology promotes General Electric event

Provided by Old Bond
Old Bond create unique campaign using technology on video-bikes for General Electric event promotion
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What was the Challenge / Background of the Campaign?

General Electric is a multinational conglomerate corporation with the GE Oil & Gas division headquartered in Italy. In January 2013 Florence hosted the largest ever Annual Meeting that brought over a 1000 industry leaders from the world's biggest oil and gas companies, including BP, Chevron and Saudi Aramco. The event, hosted in the state-of-the-art facilities of the scenic Florence palace, aimed to address mega trends that are shaping the growth of oil and gas.

What was the Campaign Objective?

-Delivery of the Annual Event's theme 'Redefining What's Possible' to guests & the Florentines along with a number of supporting brand messages; -To raise awareness that GE Oil & Gas headquarters is based in Florence; -To impress the VIP guests with technology & highlight GE's sustainability. Old Bond's bikes project brand imagery/videos from wheels, stationary or moving along chosen routes. They fascinate & create public engagement, convey green credentials & get core messages/brands across. GE decided this media would fit their objectives perfectly.

What was the Solution?

For GE Old Bond used: -STATIONARY: The slogan along with supporting videos were projected from the wheels; 3x 30min sessions of 6 bikes were held in the three busiest Florence areas; 2x 45min sessions of 6 bikes were held at the Event entrance; Staff riders briefed on the Event worked the crowds that gathered around the bikes. -IN MOTION: Video-bikes patrolled the streets of central Florence in between stationary sessions; Staff riders dressed in GE clothing interacted with public.

What were the Results?

A novelty and an eye-catcher, the stationary bikes were a total success at the event and around Florence. 'Everyone was really happy with the outcome of the event and especially the video-bicycle advertising outside'. Margaux Asteghene - Branding and Promotions Manager, General Electric 30.01.2013
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k1000 industry leaders from intl. oil & gas companies
25 - 34
35 - 44
45 - 54
Male
Both
AB
ABC1
OUTDOOR / AMBIENT
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, INTERNATIONALAll YearBUILD AWARENESSBRAND STRATEGY
EXPERIENTIAL
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