Case study: Full Communications Campaign

STAR ACADEMY

  • Sector Pharma
  • Network size 275
  • Guests 47
  • Media Digital & Print

This communications campaign was built to inspire a widespread team of pharmaceutical sales reps working towards a two-year goal. Designed to engage a hard-working sales force on the move, the 275-strong network was boosted by the chance to win two places on the luxurious Star Academy reward trip to the south of France.

Inform & Challenge

With the Star Academy logo adapted to incorporate the colours of the French flag, the incentive was launched through a mobile event microsite loaded with clear qualification criteria, intriguing destination information and a countdown to the highly coveted reward getaway.

Star Academy Microsite
Star Academy qualification message displayed on an iPad
Provence teaser video displayed on an iPhone

Tease

Inboxes pinging with a new Star Academy alert, contenders were captivated by a beautifully edited destination teaser video on their phones and online, highlighting what lay in store for successful reps.

The picturesque town of Gordes, France
Colourful painted doors and shutters in Provence, France

Reward

All 24 winners and their partners were hand-delivered a bespoke luxury travel pack, filled with destination-relevant treats to both reward and tease at the same time. Leather travel accessories arrived wrapped in branded hessian cloth, packed with lavender-infused chocolates, Provençale salt pots and personalised pocket travel itineraries inside a wooden keepsake box etched with the Star Academy logo. This was the first physical asset winners received as part of this incentive and it left them feeling rewarded and inspired long before take-off.

Flat Lay of Star Academy Comms teasers including lavender seeds, a pouch, luggage tag and wooden box

Personalise

Personal touches were scattered throughout the event and the Star Academy logo, now synonymous with success for our top-performing guests, was used to create a truly memorable experience. The gala dinner was no exception; set in a spectacular stone-walled event space, the logo was projected onto gallery walls of the Carrières de Lumières, while branded table plans, menus and place cards added a stylish sense of ceremony to this romantic setting.

Menus for gala event at Carrieres de Lumieres
Star Academy logo projected onto a wall

“It felt like such a treat doing things and going places we wouldn’t ordinarily go to. For this reason, and also being able to share the experience of somewhere completely new with my partner, it is definitely an incentive worth working hard for!”

Event Guest, Provence
Star Academy

French vineyard

The numbers

  • Etched wooden keepsake boxes

  • Pages of personalised itineraries

  • White Camargue horses

  • Grapes turned to wine

  • Renovated farmhouse in Aix en Provence

  • %

    Positive feedback from guests

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