Massey Ferguson 50th Anniversary Event – Day 1

The Brief: Celebrate 50 years of MF, look to the future, create a strong call to action and energise the image of Massey Ferguson

The driveway to Les Fontaines Chateau entrance was lined with teasers of the new, strong red branding.

Massey Ferguson 50th Anniversary Day 1 - Les Fontaines Entrance

The branded walls behind the registration desk were changed each day, like a big Post-It note, depending on the delegates' language. Note the red apples!

No detail was too small. Red champagne cocktails were poured from 50th Anniversary branded bottles

It was important that the chateau was purely MF - even the parasols!

Even the floor uplighters were given the Think Red treatment

The entrance to the auditorium was 'wallpapered' in multilingual MF messages

Speakers changed from day to day - and were native to the delegates' languages

The new Massey Ferguson branding being presented to delegates from around the world

A projected water wall began the 50 year old MF story

Delegates were treated to a choreographed machinery display

The grand finale was a superbly crafted fireworks and lazer display

In May 2008, Massey Ferguson staged a massive multilingual event to accommodate 1,600 dealers, press and guests over the course of 6 days. Each group was to experience a two-day event, staged at two different venues in France; the first day at Les Fontaines Chateau, Chantilly, the second day at the MF Manufacturing facility in Beauvais. Our brief was to develop a theme, branding and dress-up material for both venues.

We developed “THINK RED”, teamed with 8 “power words” – VISION, INNOVATION, LEADERSHIP, QUALITY, RELIABILITY, SUPPORT, PRIDE AND COMMITMENT – to reenergise the image of MF and take the theme forward into a new brand identity. All the material was carefully designed to allow language-specific graphics to be changed daily over the 6 days, to coincide with the delegates’ country of origin.

The MF-Event in France was really outstanding and very motivational for dealers and employees. Everyone was inspired and will only ‘think red’ from now on. On behalf of the whole management team, I would like to thank you and your team for all the work and time you invested in this excellent project.

~ Martin Richenhagen, Chairman, President and CEO – AGCO Corporation


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