Sanofi-aventis Sales Event Includes Athlete Demos - Event Marketer

Sanofi-aventis Sales Event Includes Athlete Demos

DB_Gold_Sanofi-aventis_2006 Ex
Brand: SANOFI-AVENTIS
Agency: PUBLICIS EVENTS
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (B-TO-B)
Year: 2006

Sanofi-aventis wanted an event that would bring together an 11,000-member sales force after the 2004 merger of the two parent companies—and light a fire under them as well. So the pharmaceutical giant turned MGM Theater in Las Vegas into an event platform around the theme “Let’s Invent the Future Together.” An eye-popping floor show wowed attendees, and the company made sure it was all totally on message.

A huge LED display wall served as the backdrop to the stage, continuously running graphics and video to support the presentations. A five-piece band and 15-member African and Brazilian drum corps opened the proceedings, and speakers and presentations were introduced with an unusual twist: Athletes, including a tennis player, pole-vaulter, and swimmer, demonstrated their sports on the arena runway (a pool that had been concealed under the stage opened up for the swimmer).

It was an unforgettable experience, and a tremendous success,” says Brent Ragans, vp-sales and commercial effectiveness at sanofi-aventis. “[It tied in] the highest quality services and flawless organization of a meeting of such importance.”

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