Fonterra
The Fonterra Good Together Tanker Experience.
Background
Fonterra has exhibited at Fieldays, the Southern Hemisphere’s largest agriculture show, for many years now. But like lots of events, Fieldays 2020 ended up being cancelled due to COVID-19. But that didn't stop Fonterra planning big for the next one; with an experience that brought together the Co-op’s farmers, fans, teams, and communities.
The challenge
We wanted to create an experience that brought to life Fonterra’s new philosophy of Good Together in way that would really turn wheels. So our first big challenge was to develop a highly interactive experience that could debut at Fieldays, but then travel on around the country.
“It would be an underestimate to say we pulled off a project miracle! Our team of 20+ worked day and night to get the tanker experience ready in time for its Fieldays debut.
From a concept not too far back to an incredibly immersive experience that’s now on the road up and down Aotearoa we’ve pushed our teams creativity, determination and the way that nothing appeared too hard was epic - all while having a lot of fun!
The stress of this deliverable didn’t seem to phase them and we’re delighted with the result at this years Fieldays.”
— Russell Douglas, Founder & Principal Strategist, D&Co
The Good Together Tanker Experience
Our solution
The D&Co team had previously worked on Fonterra’s internal philosophy to align strategy, purpose and values under the philosophy of ‘Good Together’. This had already proven to be popular and effective internally, so we wanted to use it as an external driver to share the good work Fonterra does.
By demonstrating the strength of the Co-op’s people, and showing what doing good together could actually result in, we were able to highlight lots of great stories. Such as the farmers who turned their gin distillery into a hand sanitiser plant during our first lock-down. Or the tanker drivers who transported water into drought torn Northland. And the many other human stories of just… being good people doing great things.
Bringing our vision to life
To offer a genuinely new experience, we knew we needed to think big. Quite literally. Between the Fonterra and D&Co team, we then explored how we could bring the Good Together experience to life. We landed on the idea of the Fonterra Good Together Tanker Roadie – and the rest is already making history! By bringing in specialist teams to convert the tanker, we created a unique experience that would not only be a big hit at Fieldays – but also beyond – traveling up and down Aotearoa visiting Farmsource stores, local events, schools and more.
Driving imagination
We converted part of the tanker into a video booth ‘farmhouse’ to capture employee and farmer stories. Then we added a tanker driving simulator that has been incredibly popular not just for young fans – but with existing tanker drivers and lots of grown-ups too! Accompanying the container is a ‘Milk Mayhem’ game to entertain the kids, and multiple stories celebrating all the good things that Co-op employees and farmers have done over the last few years.
From Fieldays to the nation
The initial launch event at Fieldays was even more successful than the team expected. In fact, literally hundreds of visitors came to experience it, with queues leading to stanchions and crowd control! Many visitors commented on the amazing stories of good, and the work employees and farmers are doing in their communities.
The Fonterra Good Together Tanker Roadie is now on the moooove up and down the country engaging with communities and capturing new stories to share at the end of our year-long roadie.
Proof, if ever it were needed, that when it comes to getting brand experiences out there, D&Co will nudge it up a gear, every time.
Deliverables:
Brand strategy, experience design, spacial design, brand design, game design, way finding, LED screen design, truck and container decal design, interior design and fit out, game fabrication, video booth design and development, content strategy and planning, event build, VR event capture.
The making of the Tanker Experience
From a concept to Fieldays, the Good Together Tanker Experience has been a whirlwind journey.
The LED display installation
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