Massey Ferguson 50th Anniversary Event
The Brief: Celebrate 50 years of MF, look to the future, create a strong call to action and energise the image of Massey Ferguson.
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.
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.
Project Details
Client: British Poultry Council
Skills: Copywriting, Events, Graphic Design, Marketing Solutions, Printed Material
Style:
Day 1 – Les Fontaines Chateau
We developed “THINK RED”, teamed with 8 “power words” – VISION, INNOVATION, LEADERSHIP, QUALITY, RELIABILITY, SUPPORT, PRIDE AND COMMITMENT – to re-energise 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.
No detail was overlooked. The whole Chateau had to feel like it was designed by Massy Ferguson. Umbrellas were changes to red, red cocktails were designed, the floor uplighters were given red lenses, there was a red firework display and choreographed machine display on the lawns, incorporating a projection onto a water wall.
Day 2 – Massey Ferguson, Beauvais
Working demonstrations, product displays, gala dinner, multilingual speeches and a new product launch – all on a car park.
Our brief was to develop the “MF Village”. Built mainly on a car park, and using marquee structures, the Village provided experiential marketing, a manned display of the complete range of MF machinery and working demonstrations of telemetry and dealer tools.
