Product proposition & launch for two innovative farming robots

Client

Lely International

About this project

This assignment consisted of the delivery of the marketing strategy and roll-out for two innovative product introductions that are part of the farm of the future. In close cooperation with the business team, the marketing team, events & corporate communications, these so-called “Yellow Revolutions” were being launched during a big internal and external event at the Lely Campus in Maassluis. I had the chance to make impact on international level by creating the marketing proposition, design the story to tell and realise the deliverables to launch. Content creation included among other things photography, web copy, vision films, technical video’s on how the robots work, big screen content for the launch and social media communication. A versatile assignment with a very nice mix of strategy, international communication and stakeholder management alternated with farm visits to really understand what the farmer needs.

Testimonials

“Micaela played a key role in shaping the Yellow Revolution Event for Juno Max. She quickly mastered complex technical content and translated it into a clear, compelling story that highlighted our product’s distinctive strengths. Her getting-things-done mindset, ownership, and decisiveness make her highly reliable — and a true pleasure to work with. I would highly recommend Micaela for any project requiring clarity, speed, and impact”.

Edwin Honings
Head of Exos, Lely

“It’s amazing to see how much enthusiasm, passion, and perseverance you can put into a project—beautiful! One thing I knew for sure was that you were critical when necessary, and you kept going until it was perfect. I had complete confidence in you, and this provided a feeling of reassurance: all will be fine. It felt like we (temporarily) had an extra team member who was fully focused on everything related to marketing & communication. It was incredibly nice that you were able to help us so well. The launch was a huge success”.

Joram van der Sluis
System Engineer, Lely

More information

• Lely Zeta

• Lely Juno Max