And what if a launch became a national event?

Launching a product is one thing.
Creating a national event that mobilises an entire network and generates awareness for two months is quite another.

In 2025, Case IH entrusted us with the strategic and operational support of an ambitious campaign: turning a product release into a nationwide event roadshow.

And so was born the Axial Tour 2025.

Giving the event an identity

It all began with a conviction: to leave a mark, we had to create a genuine must-attend event.

Our support covered:

• Creating the “Axial Tour 2025” name
• Designing the event's official logo
• Developing a dedicated graphic identity
• Adapting materials for the entire dealer network 

The aim: to make the roadshow a strong, recognisable and shareable marker, able to live both in the field and online.

Orchestrating a national campaign

For more than two months, the event crossed France, stage after stage.

Our role:

• Coordination with dealers
• Setting up an editorial calendar 

Each dealer became an amplifier.

This groundwork guaranteed national consistency while giving each dealer the opportunity to communicate with their local community, with the brand's support and visibility.

Deploying a continuous digital presence

A physical roadshow is no longer enough.
It has to exist online.

So we deployed a comprehensive digital strategy:

• Personalised email campaigns 
• Co-branded social media posts
• Video content production (filming of field demonstrations,
  interviews with farmers and dealers, short formats for social media, long versions for YouTube...) 
• Ongoing community management (moderating reactions, highlighting photos and field feedback...) 
• Coordinated sharing with dealers (cross-sharing between national and local accounts, responsive content publishing...)

The event didn't stop at the demonstrations: it lived on continuously across digital platforms.

Creating engagement, not just visibility

Beyond awareness, the challenge was to:

• Bring the network together
• Generate traffic at dealerships
• Create moments of exchange
• Showcase the brand's innovation

Field feedback, social media shares and the involvement of the network confirmed the success of the operation.

The Axial Tour 2025 got people talking all over France.

A collective success

This project illustrates how we work:

• Building a clear strategy
• Creating a strong identity
• Orchestrating a 360° campaign
• Turning a launch into an event

At Puck, we support brands in creating campaigns that combine field, digital and network engagement. The Axial Tour 2025 is a fine example.