Lely: 75 Years Red Impact
Customer
Lely
Services
Anniversary campaign
With the concept ‘75 years red impact’ D&B Eventmarketing developed a sensational anniversary for Lely. Through strategic planning, four unique events and a global campaign we strengthened the connection between customers, partners and employees. A celebration with impact that honors the past and shapes the future.
The customer's question
Lely wanted to use its 75th anniversary to celebrate history and innovation, while strengthening relationships with diverse audiences. How can we organize an anniversary that both makes an impact and creates lasting connections?
Our proposal
D&B Eventmarketing created an anniversary concept that fully reflects Lely’s values: innovation, family, pride and sustainability. Our approach:
Target group-specific events: Four unique programs for customers, partners and employees to ensure optimal involvement.
Recognizable storytelling: Through video mapping, spoken word and interactive sessions, we brought Lely’s history and future to life.
Symbolic location choice: Events took place near the Lely Campus, the heart of innovation.
Global consistency: A toolkit and visual style made it possible to translate the concept internationally.
By combining emotion, experience and strategy, we created an anniversary that was not only celebrated, but also inspired.
The events
Lely’s anniversary was celebrated in style with four unique events, each designed to engage and inspire specific target groups:
1. VIP event: On 2 June 2023, we kicked off the celebrations with an exclusive evening for 250 invited guests. In a specially built pavilion overlooking the Lely Campus, guests enjoyed a refined 4-course dinner by Herman den Blijker. The program included inspiring spoken word performances, impressive mindf*ck tricks by Victor Mids and a breathtaking video projection with drone show. The anniversary book, with 75 interviews, was unveiled as a highlight.
2. Customer event: For more than 300 distributors worldwide, we organized a two-day meeting. Visitors were given an interactive introduction to Lely’s product innovations and a vision of the farm of 2035. The sessions emphasized partnership and collaboration, while the closing anniversary party was an unmissable celebration of joint achievements.
- 3. Employee festival: 1,500 employees were invited for a day full of connection, inspiration and fun. The festival site offered 21 unique Red Impact experiences, interactive workshops and plenary sessions on personal development and the vision of the future. The day ended with a big party full of entertainment, music and culinary delights.
4. International activation: In addition to the physical events, the concept of ‘75 years red impact’ was translated internationally through consistent communication and a visual toolkit. This ensured that all stakeholders worldwide could embrace Lely’s core message.
With this multifaceted approach, D&B Eventmarketing managed to impressively celebrate Lely’s past and future, while at the same time permanently connecting customers, employees and partners.
The results
The impact of the anniversary was impressive:
2250 guests spread over four events.
Worldwide activation with a consistent message.
Strengthened brand position with customers, partners and employees.
D&B Eventmarketing proved that an anniversary can be more than a celebration: it can be a powerful milestone that inspires and connects.
Do you also want to make an impact with your anniversary?
Contact D&B Event Marketing!
