To meet this challenge, we selected a vast stage: the taxiway at Tempelhof Airport in Berlin, which spans approx. 355 hectares. This allowed the retailers to experience these gigantic vehicles at their most dynamic, such as when approaching at maximum speed of 40 km/h or performing agile turning manoeuvres. This presentation was all the more imposing against the backdrop we developed. Vertically arranged football LED strips formed a media stage background measuring 200 metres in width and 5.5 metres in height. The horizontal spaces resulting from the arrangement of the LED strips enabled viewers to follow the live presentation on the stage, as well as the multimedia show with product features and innovations, in real size and up close, while also casting their eye over the expanse of the area. Interactively synchronising the key speakers’ contributions with the animated graphics on the huge screen perfected the experience.
The setting was rounded off by the sunset; after all, harvesting equipment has to demonstrate its reliability, convenience and efficiency to farmers on a daily basis in these all-important twilight hours. As such, the transition from day to night, which is also at the heart of the LEXION campaign, became an essential aspect of the show in Berlin. With proceedings getting under way while it was still light at 8.30 p.m., the lighting and media effects became ever more dramatic and emotive as the light faded. The finale at 10 p.m., which featured a synchronised choreography of all four LEXION models in motion, took place in full beam at the start of the summer night and was received by even the most critical dealers with a standing ovation. Immediately afterwards, guests were then able to admire the products personally on a one-to-one basis over cold drinks and savoury snacks in the company of CLAAS representatives.
CLAAS presented the revolutionary LEXION range to different groups of dealers on four separate evenings. On the following days, the same area played host to a presentation of numerous other CLAAS products from a variety of categories. Here, too, the expansive taxiway and media stage background, with open driving routes, constituted the perfect setting for a further three hours of product show and entertainment.
