BRIEF

Generate consumer engagement, DoneDeal brand awareness and collect customer data through an engaging brand activation at Ploughing 2023.

WHERE

National Ploughing Championships, Co. Laois

WHY

To develop and build on consumer awareness of DoneDeal Agri as a premium online destination to source new/like new agri equipment and engage with existing users, collecting customer data and gathering their feedback on using the site.

WHO

Consumers attending National Ploughing Championships.

WHAT WE DID

GY created a premium looking structure which used distinctive eye-catching DoneDeal branding to stand out and be easily located within the busy environment of the Ploughing. A unique photo op at the front of the structure gave consumers the opportunity to take photos with themselves on the website, offering an engaging experience which also added reach on DoneDeal’s social media.

To encourage dwell time and engagement, GY included a unique Tractor Pull Simulator, giving consumers the opportunity to test their strength and an engaging ring toss game, which gave DoneDeal the opportunity to reward attendees with merchandise. Both engagement pieces had simple mechanics which were busy and drove consumer engagement over the course of the week. The engagement pieces were designed to give  consumers a positive experience of the DoneDeal brand, bringing premium level farming equipment to the forefront of the activation.

To collect consumer data, static iPads were provided along with a QR code, giving those who completed a survey the opportunity to win a UTV quad. BAs were on hand to engage with consumers and gather feedback from customers.

SERVICES DELIVERED

CONCEPT CREATION AND DELIVERY

STRUCTURE DESIGN AND BRANDING  

BRAND ACTIVATION

PRODUCTION

FULL EVENT MANAGEMENT

SUPPLIER MANAGEMENT

OPERATIONAL & LOGISTICS MANAGEMENT

EXPERIENTIAL MARKETING

END TO END SEAMLESS DELIVERY
 

RESULTS

KPI of increased Brand Awareness met and exceeded

Volume of consumer data collected increase over 10% YOY