Fullrange
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Tour finale
Prologue
AGCO is one of the world’s largest manufacturers and distributors of agricultural equipment. Owners of Massey Ferguson, Fendt, Valtra and Challenger, they are world leaders in design and innovation. For the past three years Fullrange has worked alongside the AV Services and Marketing teams at the firm’s European Headquarters to produce promotional films that have been distributed across the globe as part of AGCO’s multinational, multi-brand marketing strategy.
In this instance AGCO wanted to create a 'wow' factor for visitors to the home of its prestigious Massey Ferguson brand, based at the largest manufacturing facility in France.
The story
AGCO wanted to create a cinematic film to enhance the experience of visitors' to their manufacturing visitors centre. For a prestige brand such as MF, the experience which owners receive when they visit the factory is an important part of re-affirming the purchase decision and building greater brand loyalty.
Having pitched a visual ‘style’ for the film we worked closely with the marketing and AV teams to develop an audio/visual script that would tell the story of a tractor from ordering, through construction, to delivery. Two films were produced – one that introduced the Massey Ferguson brand at the beginning of the factor tour, and one which closed the tour with an explanation of how Massey Ferguson fits within the wider AGCO ‘family’.
Agricultural equipment not traditionally attracting the same pride of ownership experienced by vehicle brands in other sectors, it was crucial that the story was told in an powerful and emotionally engaging way. Our brief was to ensure the audience were left on such a high that they applauded at the end of the second film.
Behind the scenes...
We spent a total of three weeks filming for the two films (which have since been updated to incorporate year-on-year developments) on location in the UK, France and Germany. Extensive use of aerial photography allowed us to take majestic shots of the tractors in action in the field, as well as providing an intriguing bird’s eye view around the factory site. Patience and good photography ensured we were able to capture magical sunset shots and innovative use of timelapse photography of the factory allowed us to showcase the assembly line at a more energetic pace.
The timelapse footage became a key part of the final edit, which was cut almost entirely to ‘fantastia’-style classical music. Whilst the tractor story provided the narrative backbone, Fullrange’s skilful editors arranged shots of gears, cogs, production lines and fields into a powerful, 3-act drama.
The final stage of post-production involved translating the film into eight languages. The fact that the majority of the story was told visually meant that the film worked as well in other languages as it did in English.
Several thousand copies of the film have been ordered since its production, and the visitors’ centre has installed an HD projection system to take full advantage of the cinematic quality of the film.
Client Feedback
Nick Harmer - Xerox Document Management at AGCO
The Xerox Document Centre, here at AGCO Ltd, has been using Fullrange for the last five years or more. Whenever I have call to contact the Fullrange team, the staff are ALWAYS extremely helpful and polite, with their technical knowledge readily available to assist if needed. With regards to the speed & quality of the job, OUTSTANDING. I’m always made to feel that I am as important to them as any other customer, which in turn instills a great deal of trust & confidence within them.