John Deere

Prepare for Takeoff

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Challenge

In spring of 2008, Deere was preparing the launch of the first new earth-moving machine form in more than a quarter century. Closely guarded during development, the John Deere 764 HSD was also the world's first high-speed dozer. The introduction was scheduled for ConExpo, the largest earth-moving equipment tradeshow in the world.

Strategy

Generate excitement for the new design. Achieve dominant coverage and awareness during and after the show across channels by appealing to the curiosity of journalists and show attendees alike. Leverage the human desire to be among the first to know about and share new ideas.

Idea

The Unveiling

Making It Relevant

A countdown to the unveiling reinforced the imminence – and importance – of the ConExpo unveiling. The countdown appeared on the brand website and on 12-foot monitors suspended above the cloaked machine at the show. We offered selected journalists unique angles from which to witness the unveiling and were able to broker limited access to John Deere dignitaries – including CEO Robert Lane – to offer a broader business-strategy perspective on the announcement.

Results

More than 2,000 show attendees crowded the John Deere exhibit for the event. More than 80 journalists registered through our password-protected website and attended the unveiling. In addition to dominant coverage in the relevant trade journals, CNBC's industry coverage the night of the unveiling included a live broadcast from the John Deere exhibit.