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.

-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.

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.

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