This case study examines how John Deere gave its customers a greater voice within the company, and throughout the industry. And ignited a movement along the way.When John Deere asked Gyro to develop a campaign featuring its unique approach to listening, it quickly realised that this wasn’t a story to be told, but rather experienced. For starters, every John Deere product in the field today was literally designed from the ground up by customers. It’s a painful, multi-year process, which involves heated discussions and costly scrapped plans. But the end products are widely viewed to be the best on the market.The strategy of the campaign was to celebrate those who have shared their voice and give others a chance to do the same.