Anvil Insight

Lely Australia Milking Robotics: Client Case Study

28/07/2022 10:46:43 AM / by Sally Maguire

Find out how we turned a client brief into a reality - creating a video series showcasing real Australian dairy properties using industry-leading Lely robotic milking technology systems. These videos required interstate travel across regional areas, working with people who had never been on camera before, and multiple videos to be used across web & socials.


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Promote the Lely Astronaut A5 robotic milking system to Australian dairy farmers who are currently using other milking systems and considering going down the robotic dairy path.


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 Produce a series of four testimonial videos that will allow existing customers to provide an honest, unscripted opinion about the robotic milking systems. The videos will be done ‘on farm’ and capture the real time operation of each dairy. The videos will share the farmers’ positive experiences with; as well as the results gained from, using robotic milking systems.


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 Lely Australia is a division of Lely International, a Dutch company that has been in operation for more than 70 years. Lely’s goal is to excel in sustainable milk production to feed the world.





 Lely Australia reached out to Anvil Media to help bring the stories and experiences of local dairy farmers to life, capturing authentic testimonials from the farmers and their families as well as the day-to-day operations of each dairy and the detail of robotic milking systems.


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 The videos will live on the Lely Australia website, as part of their Milking Solutions portfolio and will also be used at various field days and events to promote the Astronaut A5 robotic milking system.


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The Process:

 The Lely Astronaut A5 robot supercedes the Astronaut A4 robot and despite being a relatively new product, there are farms in Australia using the system. Lely approached a selection of dairy operators, and all were keen to participate in the testimonial videos.


The Anvil Media crew would use a range of equipment to record the interviews and action at each dairy. Five different cameras would be used at each location to capture footage that would help tell the story from above (drone) and below (GoPro) the cows.


Animation has previously been used to show the detailed operation of the Lely milking robots, but these videos will capture the entire scope of a robotic dairy; including cow movement in and around the dairy, feeding systems, data collection as well as the milking process.



 The finished product is four impactful videos, that tell four different stories about how the A5 robotic milking system has positively affected dairy operations, milk production and also the lifestyle of the dairy farmers and their families. The thread through the videos is the A5 robotic milker but each testimonial has different sub narratives around increased flexibility, dairy farming longevity and lower production costs. The videos range in length from four to seven minutes.




“Our farmers and the Lely Australia team absolutely loved how the testimonial videos turned out. It has been a pleasure to work with Anvil Media who were professional and easy to work with from beginning to end."
-Jack Barraza, Marketing Coordinator, Lely Australia


If you’d like to know more, or you’re ready to start making content, get in touch. 


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Sally Maguire

Written by Sally Maguire