In August 2022, the agricultural machine manufacturer Fendt presented its strategically most important product novelty for years: the Fendt 700 Vario tractor. The company normally uses agricultural exhibitions such as Agritechnica to present new products. As this was not possible due to the pandemic, VOK DAMS was tasked with developing an independent kick-off event to set a spectacular stage for the new tractor and spark genuine enthusiasm. It was designed to reach as wide a public as possible, consisting of customers and interested farmers, as well as to prompt the specialist press to report about it.
The new tractor was developed in consideration of customer wishes, which is expressed in the product claim “You dreamed it. We built it”. The agency took up this claim as a logical continuation and staged the vehicle in the midst of a 150-hectare field with a giant show area. The concept was a mix of a live demo of the technical features and large-format TV entertainment. The product promise was to be proven in an nconventional event format in categories such as power, flexibility or comfort. The highlight of the show was an impressive stunt centred on the question: Can the Fendt 700 Vario make a glider take off? This practical experiment not only demonstrated all the performance parameters of the tractor but also showcased the pioneering spirit of the brand, generating powerful and effective media images.
The event site was framed by extensive lighting installations to optimally showcase the tractors and to illuminate the elaborate driving scenes after sunset. While around 150 journalists and VIP guests were present on site, over 25,000 viewers followed the event live on YouTube.