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Mittwoch, 13.11.2019

Publicis Pixelpark´s launch campaign for CLAAS' LEXION exceeds expectations

German version

"True revolutions start in the heart" is the guiding principle of the worldwide multi-channel launch campaign for the revolutionary combine harvester LEXION 8000-5000 from CLAAS, developed and implemented by Publicis Pixelpark.

However, launch communication was not just about staging the innovative features of the new LEXION, but rather an all-round creative concept that positioned the combine harvester as a milestone and CLAAS accordingly as a technology leader.

‘We focused on an integrated, global campaign approach to launch our new LEXION combine harvester in more than 20 countries. The goal is to transport customer benefits packaged as snackable and clickable content,’ explains Marcus Karst, Senior Vice President of Corporate Marketing at CLAAS. ‘By integrating numerous response elements along the customer journey, we are able to generate leads, transfer them into the sales channel and make the campaign's success measurable. We are more than satisfied with the results so far.’

Daniel Wilhelms, Executive Creative Director at Publicis Pixelpark, adds: ‘Not only the product but also the product communication is completely thought from the customer’s point of view and was consistently declined. As a result, the campaign has a look and feel the industry has not seen yet, giving CLAAS a revolutionary impact on technology and innovation. True revolutions truly start in the hearts of those who want to advance something for other people.’

Center of the digital campaign is the campaign hub lexion.claas.com, which emotionally picks up the revolutionary of the combine harvester generation and awakens a noticeable LEXION feeling, anticipation and desire - but at the same time transports all the relevant messages from efficiency, precision, comfort and reliability right down to the innovations of the LEXION.

Since its launch in July 2019, the campaign reached more than three million users. Since then, more than 15,000 leads, including newsletter subscriptions, have been generated and social impressions with more than 15 million advertising contacts in the launch phase have exceeded expectations. Paid-media metrics such as cost-per-click (CPC) and cost-per-mille (CPM and CPM) remained well below the forecast expectations and well below the industry benchmarks of comparable campaigns, too.

Publicis Pixelpark had already won the pitch for the introduction of the new LEXION 8000-5000 combine harvester last year.


  • Strategy, creation, digital programming and UX: Publicis Pixelpark München & Berlin
    • Client Partner: Carolin Schürmann, Susanne Lenk
    • Strategy: Andreas Butterbrodt
    • Executive Creative Direction: Daniel Wilhelms
  • Media strategy and media: Performics Hamburg
  • Final Artwork for print & digital banner:  Prodigious, Hamburg & Elephant Seven, Barcelona

Footage for download

  • Campaign key visual
  • Print motif (portrait and landscape format )
  • Portraits of Marcus Karst & Daniel Wilhelms
  • YouTube case film (3 month after start of the campaign)

Viviane Kruggel, PR Manager, T +49 30 5058 1570, viviane.kruggel@publicispixelpark.de


Founded in 1913, family-owned CLAAS is one of the world's leading manufacturers of agricultural machinery. Headquartered in Harsewinkel, Westphalia, Germany, the company is the European market leader in combine harvesters. CLAAS is world market leader with another large product group: the self-propelled forage harvesters and takes top positions in agricultural technology, e. g. for tops tractors, agricultural presses and grassland harvesters. The product range of CLAAS also includes state-of-the-art agricultural information technology.

About Publicis Pixelpark

With about 700 communication experts Publicis Pixelpark operates in six German locations. Together with our clients, we develop the best solutions for brands, communication and e-business by combining ideas and technologies. Lead the Change is our mission - we move forward, always hungry for the next step.

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