ACE Judges: In early 2024, John Deere Construction launched its most ambitious internal activation to date: a five-week, in-person campaign to prepare its national dealer network for the future of Smart Construction. Held on 150 acres in Arizona, Spring Training was a full-scale mobilization built around Deere’s historic investments in advanced technology, next-generation equipment, and a more consultative approach to customer solutions.
Fostering confidence in Deere’s intelligent, tech-integrated equipment.
1,750+
dealer professionals
operating
200+
smart machines
coached by
200+
Deere experts
Extending the experience beyond the job site.
The event worked as a fully integrated internal campaign — with 20+ videos, a branded app, and full resort branding. Keynotes played across a 60-foot LED wall, combining cinematic storytelling with real-world guidance.