Is it possible to change the future of a brand with just one congress?
How do you convince your employees when the belief in a brand is diminished? Marketing of a small brand costs lots of money, time and attention. And the competition is strong. In such a situation, the engagement of the employees is the most important factor.
Sometimes a story is just not enough to convince. And so, you need to allow the participants to experience things themselves. We focused on the spirit of the brand Sol ‘Espiritu libre” (the free spirit). The chauffeur at Schiphol, for example, had quit his corporate job for his passion for Cadillacs, we created a Revolution Island, street food chefs sat down to discussions over lunch, we didn’t use a single PowerPoint presentation, only live experiences, and the final party was at the home of a local hero.
A revolution, in attitude and behaviour. With spectacular business results. With a rise in country coverage of 5 to 65 in eight months.