CLAAS @ Agritechnica 2023

At the world’s biggest trade fair for agricultural machinery we created the most intimate stand of all time. One that focused on personal exchange, smart interaction and impressive installations.

Based on the CLAAS brand strategy (“We enable farmers to be the best in their field”), the trade fair motto for 2023 (“Hard work, smartly done”) and the increasingly difficult situation for many farmers, it was important to develop a completely new, previously unseen stand concept. Away from pure product and feature communication, towards a meeting and interaction site that presents CLAAS as a company that is fully geared towards the target group’s requirements.
Together with CLAAS, we defined the following objectives for the trade fair appearance:
– Structuring the stand according to themes rather than product areas
– Open and inviting design that focuses on the farmer/visitor
– Increase the maximum length of stay through qualitative interaction possibilities
– Communicative focus on connected, overarching solutions instead of individual products
– Attractive supporting program to deepen the content of topics
– Focus on personal exchange

Times are becoming increasingly challenging for farmers, both ecologically and politically. The resulting demands on a modern agricultural machinery manufacturer are smart solutions, intelligent and networked ecosystems and, in particular, an unconditional understanding of the individual requirements of the target group. Accordingly, our proposal was a trade fair stand that was never done before in this competitive environment. One that does not focus on machines, but instead puts the farmer in the foreground and answers his most pressing questions at eye level. One that creates a personal connection between the farmer and CLAAS and shows him smart ways to cope with the tough day-to-day work. That’s why we created the stand around a central Smart Alley that linked all product areas with plenty of space for personal interaction, digital interaction, innovative products and impressive installations and brought CLAAS’ trade fair promise to life: Hard work, smartly done.