Lely 75 years Red Impact

Celebrating 75 years of Lely with employees, partners and distribution partners. A big eventweek at the Campus where all target groups are thanked and included in the future vision and strategy.

Based on Lely’s brandidentity, innovative character and goals, we developed the concept ’75 years Red Impact,’ symbolizing all revolutions driven by Lely. A hybrid kickoff where the theme was launched. A year-long campaign with a Red Impact Toolkit was created to allow each country and location to incorporate the theme into local events, marcom, and sales.

The use of a customized Red Impact app and an AR invitation from the CEO boosted engagement. Farm visits beforehand ensured everyone was up to date on the event, emphasizing the unique value of being together.

All of this culminated in one ultimate event week at the Lely Campus. A Red Impact event village was constructed, featuring a Superdome and Barn to welcome all target groups at the heart of Lely. The VIP event kicked off with an enormous 785m2 video mapping on the building and a drone show. This was followed by a 2-day Lely Center event and an inspiring and activating employee event, all culminating in a grand celebration