Medtronic – Further, Together
MEDTRONIC, Further, Together, CVG National Sales Meeting
Medtronic launched its new brand and tagline, Further, Together, and wanted every element of the National Sales Meeting to follow the new brand. We took it from a static message to a motivational call to action for 2,000+ Medtronic Cardiovascular Group reps.
A highly visual multimedia open brought Medtronic’s new brand to life against a 100-foot ultra-wide backdrop that fused video footage illustrating collaboration with a live dance performance. From messaging to scenic to presentation graphics, we designed every element to help further the objective and key messages of the meeting.
Detailed planning, personalized agendas and branded directional signage helped the participants from 14 business units and 12 regions find their way to 30 different breakout sessions at three different hotel properties across two city blocks.
We introduced the leadership team with a campy music video spoof of Journey’s “Don’t Stop Believin’ (Midnight Train).” With a little coaching, the executives lip-synced to custom lyrics and track while voguing, moonwalking and channeling Journey.
We also took a four-and-a-half-hour awards event honoring the top sales reps—a tradition that hadn’t changed in 25 years—and turned it into a two-and-a-half-hour evening that entertained everyone. We videotaped the 80 winners when they arrived for the conference and edited overnight to create four two-minute segments. The segments were interspersed throughout the dinner, and when winners saw their name and business unit, they came to the stage as their colleagues cheered. We also hired a professional comedian to start and end the evening. Survey results jumped from 76% from the prior year to 97%.