With the communication strategy "Setting Directions" and a virtuoso product staging on farms all over Europe, commotion presented John Deere as a pioneer in agricultural engineering. The product launch made the more than 100 innovations come alive and showcased agricultural machinery in its real area of application.
The audience experienced the magic of the machine and its vibrations while at the same time getting an objective impression of its use for sustainable agriculture thanks to presenters and videos. A central sales event - the kick-off in Lisbon - was followed by a road show through Europe for clients. With "Setting Directions",
John Deere succeeded in reaching over 5000 sales partners, 75,000 farmers and agricultural contractors and 350,000 multipliers and potential customers at the industry's leading trade fair, the AGRITECHNICA in Hanover.