MICHELIN/AGRICULTURAL TYRES AND COMPONENTS · 2025
Social-first communication at AGRITECHNICA without a stand.
Within a few days, three presenter-led vertical videos were produced and published during the show as collaboration posts via AgrartechnikHD and MICHELIN.
- Period
- A few days’ lead time · filmed on show days one and two
- Channels
- Instagram via AgrartechnikHD and MICHELIN
- Formats
- Three presenter-led vertical videos
- Publishing
- Collaboration posts during the show
The brief
MICHELIN was present at AGRITECHNICA without a stand of its own. Products, applications and technical topics therefore had to become visible during the event itself — through relevant machines, partners and social media channels.
Within a few days on:LAND developed the concept, produced and presented three vertical videos on the first and second show day and prepared them for immediate publishing.
What on:LAND delivered
- Fast-turnaround topic and format concept
- Three presenter-led vertical videos
- Technical explanation on camera
- Production on show days one and two
- Coordination with MICHELIN and the partners involved
- Publishing as collaboration posts
Three videos. Three topics.
01
Soil protection through the right tyre
The first video explained how agricultural tyres affect soil compaction and soil protection, and what the right tyre choice means in day-to-day field work.
02
Making MICHELIN visible at the show
The second video showed the machines and exhibits at AGRITECHNICA running on MICHELIN tyres. That made the brand visible across the show even though MICHELIN had no stand of its own.
03
Putting quality and technology in context
The third video addressed what sets MICHELIN agricultural tyres apart, focusing on materials, technology, traction, soil protection and manufacturing in Europe.
Two further topics from the social-first series.
The project in numbers
- 200,000+
- organic reach
- 3
- presenter-led vertical videos
Published during AGRITECHNICA as collaboration posts on AgrartechnikHD and the MICHELIN account, the three videos generated more than 200,000 organic reach in total.
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