Lely
75 YEAR 'RED IMPACT'
For 75 years, Lely has been working towards a sustainable, pleasant, and profitable future for dairy farmers through innovative solutions. Worldwide. D&B Eventmarketing developed the concept ‘75 years red impact’ to grandly celebrate Lely’s anniversary. Internationally with online communications and in the Netherlands with four live events to connect partners, customers, and employees with the brand and each other.
Watch this case video to see the entire development of the anniversary campaign.
1 anniversary 75 years red impact 4 events 2250 guests
Strategic preliminary phase
Lely's success is due to the relentless drive for innovation, but also to the loyalty and involvement of customers, partners, and employees. Because each target group has a different profile and interests, Lely chose to organize a separate event for each group. A year ago, we started preparations in the form of strategic sessions with the board and a steering group. Together with Lely, we explored the objectives and formulated what the target group should feel, do, and think AFTER the campaign. Based on the keywords smart, family, grateful, red, and innovation, we presented three potential themes. Lely chose Red Impact and integrated this theme into their complete anniversary plan, for marketing, sales, and HR. We then put together a suitable event program for each target group based on the output.
Inspiring & festive programs
The events could naturally only take place in one location: close to Lely. Between Maasland and Maassluis—where it all began—and with a view of the Lely Campus, where the future of dairy farming is rapidly developing. For the VIP event, we built a pavilion in the middle of the field, where Lely presented a jubilee book to partners, featuring 75 interviews with people who have made significant contributions to Lely's growth. This was enjoyed with a delightful four-course dinner by Herman den Blijker, a spoken word performance by Dichtwater, and mind-bending tricks by Victor Mids. The evening concluded with a spectacular video projection, including a drone and light show, on the walls of the Lely Campus.
The Lely Campus was transformed into a festival ground. During the customer events, Lely surprised 300 distributors from around the world over two days with an interactive introduction to Lely. The vision for the farm of 2035 was shared and enthusiastically received, as was the closing anniversary party.
Last but not least, 1500 Lely employees in the Netherlands were immersed in four rounds of Red Impact experiences—21 in total—on the festival grounds. Naturally, this was accompanied by entertainment, good food, and a festive finale. This way, we created a unique and unforgettable memory for each target group.
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